Instagram Adds Video To Its Photo-Sharing Platform

The Introduction Of Video To Instagram's Platform May Have Major Implications For Fashion Industry

During  a press event at Facebook’s headquarters in Menlo Park, Calif., Instagram cofounder Kevin Systrom revealed that the platform will launch 15-second videos for iOS and Android devices, 13 custom-designed filters, the ability to select a cover frame and Cinema — a stabilization tool that eradicates wobbly video takes.

The implementation of video will mark the first major evolution to the platform, and the industry is abuzz about the potential short- and long-term impact it could have on an increasingly social fashion and retail space. 

If Instagram has a platform where users can produce videos that have the same aspirational look and feel as still photographs for consumers, this means a lot of additional content from brands could be coming. For retailers and designers, it could be an even more profound medium for brand evangelists to engage with their followers. 

Photo: www.wwd.com

Leandra Medine of The Man Repelle's first video on Instagram.

Shortly following the announcement of the function’s release, Leandra Medine of The Man Repeller posted three videos to Instagram, where she has almost 350,000 fans. The first — which features an ecstatic-about-video, blazer-clad Medine with a caption reading “Instagram video psych patient off meds realness” — racked up almost 5,000 “likes” in just two hours. 

She contends that filming videos on Instagram comes more naturally because users are already familiar with the app. It’s a tool that can help leverage one’s existing audience on the platform — as well as reach new users. 

“This is how a photographer must feel when they get a new camera. This is like a totally new social medium for me. And I don’t have to learn anything new,” Medine told WWD, adding, “I really love Vine and I feel a little sorry for them because this will steal the show from them. I used Vine last fashion week.”

In terms of how it will affect the fashion world, she thinks the video functionality was rolled out at the perfect time. 

“Fashion people have about three months to get themselves acquainted with producing videos on the app. By the time New York Fashion Week rolls around, people will be so used to making videos that it will overtake photos.”