02:38 - Source: CNN
Instagram now lets you share video

Story highlights

Instagram users will now be able to shoot and share 15-second videos

The video feature will be available to all iOS and Android Instagram users Thursday

The new feature puts Instagram in direct competition with Vine, the popular Twitter-owned app

Menlo Park, California CNN —  

Look out Vine: Instagram isn’t just about sharing arty photos anymore.

On Thursday, the company announced its 130 million monthly users will now be able to shoot and share 15-second videos, dressed up with one of 13 special filters.

The new video feature was made available to all iOS and Android Instagram users around the world Thursday as a free update to the existing Instagram app. The basic look of the app is the same, but a small movie icon has been added that takes you into video mode.

The changes were announced by Instagram co-founder and CEO Kevin Systrom during a press event at the headquarters of Facebook, which bought Instagram last year.

“It’s everything we know and love about Instagram, but it moves,” Systrom said.

The video-sharing feature was widely expected and puts Instagram in direct competition with Vine, the popular Twitter-owned app that lets users share looping six-second video clips. Vine has skyrocketed in popularity in the six months since it launched, attracting more than 13 million users. Many of the six-second videos have a unique look and feel, employing fast cuts and stop-motion animations to tell quirky little stories.

Vine, Instagram and the rise of bite-sized video

On Instagram, the videos can be between three and 15 seconds long and include any number of individual video clips. But the coolest feature may come after you shoot the video: 13 brand-new fil