in late June, Instagram announced that it was officially adding video functionality to its photo shooting/sharing platform. A couple of weeks later, the reactions have been largely positive – including my own.

See, the thing that has always bothered me about Twitter’s video feature, Vine, is the lack of editing. As someone who moonlights as a photographer, I am pretty invested in the idea of editing. You can lecture me all you want about how the whole point of Vine is to capture 6 seconds of reality just as it occurred or what-have-you, but I remain stubbornly unconvinced. That’s not to say that people have not done some pretty great things with stop action animation in Vine – but couldn’t it be better still with just a touch of editing capability?

Enter Instagram Video (or Instavid, as they say). This new feature offers the same social-sharing, camera-flipping, and press-to-record interface options as Vine, with a few key differences that I personally find more attractive:

1. There is an actual button to press and record, instead of just touching the screen.

2. Each time you remove your finger from the button it ends the current segment, which you can then delete and start over where your last segment left off. Your video can be a few or up to 15 seconds long, instead of Vine’s mandatory 6

3. Once your video is complete, you can crop it (thank god) and it will loop the video for you while you choose from 13 new Instagram video filters.

And it looks like I’m not the only one who prefers Instagram to its predecessor. Check out this statement from Mashable on the topic:

“Since Instagram introduced video a week ago, 14 of Interbrand’s top 100 global brands have posted videos…By comparison, just seven of these top 100 brands posted videos on Vine this week.”

Ouch. But this disparity doesn’t necessarily mean that Vine is an inferior product. I suspect that Vine simply appeals to a different audience and will evolve to be used in a different way by big brands.

Curious about using Instagram Video to grow your own brand? Check out Instagram’s great list of early video adopters.

Have you tried Instagram Video yet? Let us know what you think!

About the Author: Sarah Matista is the Online Content Specialist and resident blogger at Pagemodo. Loves social media, branding, whales. Get more from Sarah on Pagemodo’s Blog and Google+.

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