Facebook has this morning launched Instagram Video, with digital experts saying this might be a step towards monestisation of the platform through advertising.
Following the successful launch of Twitter's video sharing platform Vine earlier this year, Facebook has expanded the capabilities of the highly popular photo-sharing app Instagram with a new video capability.
Instagram co-founder Kevin Systrom wrote on the Instagram blog: “Over the past two and a half years, Instagram has become a community where you can capture and share the world’s moments simply and beautifully. Some moments, however, need more than a static image to come to life. Until now these stories have been missing from Instagram.
“Today, we’re thrilled to introduce Video on Instagram and bring you another way to share your stories.”
The new video feature allows users to record 15-second clips – compared with the shorter 6-second clips offered by Vine.
303Lowe national head of digital Nic Chamberlain said there is an interesting synergy between the 15-second length of the Instagram Video clips and the 15-second television spot.
“I think without a shadow of a doubt this shows that Facebook is really pushing towards monetisation of the platform. Of course this hasn't happened yet but I think this is where it is heading. With my user hat on I have some concerns, but with my agency hat on I think this will be great for advertisers.
“Video could really open up the platform to advertising. For brands, they would much rather be presented with the opportunity to put forward video content as an ad piece rather than a static banner ad, so brands would jump at the opportunity to produce a 15-second video piece.
“From a user point of view, one of the great things about Instagram photos for users was that the filtering could make an average photo look great, but I don't think the same can be said of video, it is not as easy to make a half-baked video look great. But advertisers can obviously make much better quality videos, so the opportunity for stand-out would be quite strong, if they were to monetise it and start selling advertising space for brands to make their own sponsored videos.
“There is also a much larger user base on Instagram and Facebook than Twitter and Vine, so there would be an existing base brands can engage with.
“It hasn't happened yet but I think it is inevitable. This is certainly a major step in that direction.”
UM chief innovation officer James Filmer said: "Facebook is anything but an uncommercial organisation. As a publicly listed company they will no doubt have been under significant pressure to claw back some of the $1 billion they paid for Instagram.
"Videos seem like a very smart approach, as the advertising opportunities afforded are far greater than with still images.
"It’s no coincidence they’ve picked 15 seconds, as this is one of the valued currencies that media traders use in TV advertising.
"But they need to be aware of the quality filter. The success of Instagram is primarily due to its incredible simplicity – taking anyone’s crap photos and making them look good through filters.
"But can they really do the same with video and transform us all into amateur videographers? Video is a far more complex medium to create engagement.
"Yet without the quality filter they’re unlikely to achieve the advertising revenue no doubt sought.
"It will certainly be interesting to see."
The White Agency head of strategy James Keeler also said this move “might represent a push towards the monetisation of Instagram.”
“This would also be a defensive play following the launch of Vine,” he said. “But more than being a defensive play, it adds another level of content and interaction.
“As it currently stands, even before any monetisation of the platform, this still offers great new opportunities for brands, as it gives them another channel to push out their video content to engage customers, almost in real time.”
Meanwhile, Amnesia Razorfish founder Iain McDonald said Instagram Video could create a new level of “creative interaction between brands and consumers”. “Now, instead of a brand telling consumers to post a picture, I think you will see more brands asking consumers to post a video on their brand page.
“It might open up a can of worms in terms of moderation on a brand's Facebook page, but we're having a look at that today.
“We're finding that short form video content is really popular with consumers. So this is just another tool to add to the Swisse army knife.”
This morning, “RIP Vine” is trending globally on Twitter, in the wake of the launch of Video.
Meanwhile, Yahoo! has reportedly been in talks to buy video sharing app Qwiki for $50 million.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.