It has been reported that on June 20 Instagram will be able to not only take pictures, but record video. This new feature on Instagram is reported to be in response to the Vine app, that has recently reached 13 million users. Facebook owns Instagram, and Twitter own Vine, so each company is in constant battle to one-up each other.
Vine shares have beat Instagram shares on Twitter, mostly due to the fact that Twitter owns the Vine app and it is easier to share the content immediately. Vine has 2.6 million shares on Twitter, while Instagram has 2.17 million shares. Facebook wants to direct user traffic and shares back to Instagram.
After Facebook bought Instagram, they altered the app so that those who post Instagram pictures on Twitter cannot view the photos directly. When clicking on the link via Twitter, users are directed to the separate Instagram page. However, when users click on the Vine link via Twitter, they can immediately view the video. The convenience factor is part of the reason why Vine has become so popular among Twitter users.
By combining the picture and video into one app, it is believed that Vine users will go back to solely using Instagram because it will be more convenient to have everything in one application. In comparison to the six-second videos that can be shot with Vine, the Instagram app will have videos that can last five to 10 seconds in length. Video apps are very sought out by advertisers who want to use internet marketing to promote their products, which is yet another reason for Facebook to take advantage of this new video craze and add it to Instagram. It is yet to be reported how Facebook will set up Instagram video, mainly will it be continuous five to 10 second video or stop-and-go video like Vine has.