What to Read Next

Instagram Video Announced: Will This Kill Vine? (Video)

Tony Maglio
June 20, 2013

Photo sharing (and filtering) giant Instagram announced Thursday that the social media community is adding the ability for users to record and upload video.

With the new feature, users can capture up to 15 seconds of moving Instagrams or video -- nearly three times more than competitor, Vine, which can handle up to six seconds.

Thirteen new filters were also added specifically for the video feature, Instagram said on its website.

Also read: Founder of Viddy - an 'Instagram for Video' - May Follow CEO Out the Door

In accordance with Instagram's photo policy, users will have control and ownership of all their video content, the company said.

This means the war is on between the Facebook-owned Instagram and Twitter-owned Vine, and social media has been weighing in over the course of the day. For the most part, the Twitter community is assuming the death of the Twitter subsidiary. #Irony.

Here's Instagram's announcement video, which also ironically is significantly longer than 15 seconds.

Related Articles: 

15 Celebrities Worth Following on Instagram (Photos)

Instagram Disables Integration With Twitter

'House of Style' Returns to MTV on Blog, Tumblr, Instagram