Facebook has announced Video on Instagram for the Android and iPhone app in the form of an update that goes live today. The update allows Instagram's 130 million users to upload up to 15secs of video with the company's own 'Cinema Stabilisation' software built right into the app.
Co-founder of Instagram Kevin Systrom took to the stage to announce the new update which brings with it 13 completely new filters exclusively for video.
Users are able to start and stop recording allowing them to record different scenes, these can then be selected and deleted if needed allowing for simple video editing.
Commenting on the fact that Instagram will be offering 15secs of video Systrom said that they felt it was 'the right balance of not too short where it constrains your creativity'.
The Co-founder also unveiled a new aspect of the Instagram app update which was that along with video the app would boast Instagram Cinema image stabilisation which would drastically improve the quality of videos being recorded.
Unlike its main rival Vine, Instagram videos won't be played on an endless loop, instead cover images of a video can be chosen and then the user can tap on the image to play it.
The Facebook-owned sharing service recently hit a new milestone after Systrom revealed that 16 billion photos have now been shared with over 1,000,000,000 likes every single day.
Twitter's own Vine app recently reached its own milestone after the company announced that Vine had overtaken Instagram in terms of shares on Twitter.
Launching simultaneously on Android and iPhone the Video on Instagram update is now available to download.