You heard it here first, folks.

Menlo park today announced Instagram will be video enabled.

Below are the updates given by TechCrunch as it happened:

How it works

At its base, Instagram look quite similar. Pop into the viewer, and there’s a video mode button in the lower right.

At the bottom of video mode is a capture button. Hold it down, and it records up to 15 seconds of video.

“We, of course, wanted filters. Our filters for photography were great, but we wanted something new. So we partnered with someone really great to make 13 video filters“.

Select a cover frame:

“We’ve worked with the leading video scientists to create something great. We call it Cinema.”.

Cinema is their video stabilization tech. Kevin is demonstrating it side by side — if it’s true to life, this is very, very impressive stabilization.

What it will mean for users

Just as Kevin said, it’s still as simple as ever but, it moves. Having tried it out here at Viddyad, we love it already. The next few days will be interesting as we will see fans and critics do cyber battle.

What it means for advertisers 

Greater opportunities for brand engagement think of the power that a Instagram, ‘cinema’ enabled video will gives companies.

Numerous articles and blogs have been done on the projected growth of online video. No more projections or guesses are needed, video integration is here and here it will stay.