Danny Sullivan captured
the stats, the announcement and offered an initial “hands on” impression of the new video-recording feature on Instagram.
My initial reaction, having just downloaded the iOS update, is that it works as advertised. It’s simple, has several very nice features (image stabilization isn’t yet available for Android) and will probably be quickly adopted by millions of people.
One immediate question is: how will it impact Vine? Vine has seen significant adoption and is being used extensively by brands and marketers because of its Twitter connection. While Instagram video clearly has been in the works for some time, it seems at least partly a response to the popularity and adoption of Vine.
Vine will likely have to make some feature upgrades or changes in response to Instagram video. Former Instagram CEO, now a Facebook employee, Kevin Systrom told the press assembly that there would be no advertising or monetization in the near term. But brands and marketers will be all over Instagram video — if not today, then tomorrow.
Interestingly, Facebook gave early access to a few, select companies such as Burberry, Michael Kors and Charity Water, which created videos using the new tool. AdAge rounds up new campaigns and messaging from companies already testing Instagram video:
Clearly Instagram/Facebook recognizes the importance and long-term opportunity tied to getting marketers and big brands to adopt Instagram video. And, the integration with Facebook will offer a range of interesting possibilities for marketers down the line. Right now it’s not clear what Instagram video monetization would look like right now. But it will come.
It’s quite possible for Vine and Instgram video to co-exist and to fuel one another, in fact. The fact that the platforms are primarily mobile also makes them compelling to marketers. Video will soon be one of the primary tools for mobile brand marketers. And, both Facebook and Twitter are poised to benefit in big ways.
During this morning’s Q&A session after Kevin Systrom concluded his remarks, one questioner asked obliquely about nudity and porn and Instagram’s tolerance of that kind of content. Systrom remarked, and later policy spokespeople from Facebook reaffirmed, that there was a “no nudity” policy currently in place. That equally extends to the new video offering. So, no video porn on Instagram.
A harder call is graphic violence or otherwise disturbing images or video. Facebook has a process in place to flag and review images (e.g., beheadings) that are questionable or otherwise inappropriate. If there’s news value, Facebook/Instagram may allow disturbing imagery/video. However, those decisions are made in context, often on a case-by-case basis.
Introducing Video on Instagram from Instagram on Vimeo.
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