Rachel ArthurThe big news over the past week has of course been about Instagram’s introduction of video. Here are the must-read stories on it:
- The news was broken on June 20 by Instagram CEO Kevin Systrom. The addition sees 13 new custom filters, the ability to stop and go as you record for up to 15 seconds, and the option to delete certain segments if you’re not happy with them
- While there’s been some backlash on what it means from a consumption perspective, users reportedly uploaded five million videos in the first 24 hours of the feature’s availability
- Mashable higlighted five excellent examples from brands, including Michael Kors, Burberry (as above), Lululemon, Charity:water and General Electric
- Diane von Furstenberg, Kate Spade, Gap and Man Repeller, are also worth taking a look at
- In spite of that, Vanity Fair says Instagram videos so far are rambling, uncreative, and poorly lit, suggesting that National Geographic—purveyor of all that is good and right in photography and video—has posted the only O.K. Insta-vid in existence so far
- Luxury Daily suggests the launch of Instagram video will be the death of Vine, but goes on to highlight differences between the two that may allow them to co-exist in the fashion space. Vine is more suitable to comedic posts, providing the ability to show off brand personality and lifestyle in a short moment, while Instagram’s filters and cinematic qualities are likely to work better for more artistic endeavours, it outlines.
- Advertising Age meanwhile says brands are likely to see a lot more success on Instagram than Vine because of the sheer scale of followers they already have on the platform. It highlights Nike’s 1.6m fans and Starbucks’ 1.3m – communities that have been cultivated for two years. It also says it remains to be seen whether brands will start simply uploading their 15-second TV spots rather than developing unique creative, as has been the case so far
- Vine in the timebeing went on the offensive, teasing new features including the long-awaited ability to create and save Vine drafts before sharing them
- It’s a piece called Instagram Video and the Death of Fantasy from The New York Times’ Bits blog however that’s getting a lot of attention. In it, author Jenna Wortham says there’s still a difference between the self you’re willing to share publicly and the self you’re willing to share when only a handful of people are watching… and Instagram video doesn’t get that.