Instagram has launched a new video sharing service to compete directly with Twitter's 'Vine'.
The announcement was made by the Facebook-owned company at a press event on Thursday.
Instagram Video allows existing users of the site to share clips up to 15 seconds long - more than twice the length of Vine's (deliberately short) six second videos.
And yes, the new video service will feature the same styles of filters and vintage 'enhancements' that originally made Instagram famous.
Clips can be made black and white, Sepia style or blurred to taste. Unlike Vine videos the clips do not loop.
In a statement Instagram CEO Kevin Systrom said:
Today, we’re thrilled to introduce Video on Instagram and bring you another way to share your stories. When you go to take a photo on Instagram, you’ll now see a movie camera icon. Tap it to enter video mode, where you can take up to fifteen seconds of video through the Instagram camera.
You’ll also find that we’ve added thirteen filters built specifically for video so you can keep sharing beautiful content on Instagram. When you post a video, you’ll also be able to select your favorite scene from what you’ve recorded as your cover image so your videos are beautiful even when they’re not playing.
However the service was criticised by some, who pointed out that it lacks one crucial Vine feature - the ability to easily embed videos in other websites.