The challenge will be making these tools available at a moment’s notice without bloating Instagram into a mobile Final Cut Pro. If that’s the route Instagram chooses to take, it needs the best video editing technology it can buy, hence the Luma deal. Playback MP4s with ease thanks to VLC, a third-party application that works for both Windows and Mac.
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The free app is available for both Android and iOS.
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This all makes Instagram more of a sharing medium than its own art form. Discover the ins and outs of the Luma app including how to access remote playback and view your live feed with this convenient manual. You can also upload previously shot (and edited) videos, allowing for more professional clips that could be a hit with advertisers one day. You can add filters to its 15-second videos and enable stabilization, but also have to sacrifice speed to pick a cover frame so your video look good beside photos in the Instagram feed.
That contrasts with Instagram, which is trading on power and flexibility. You also have to shoot videos entirely within Vine, making it more of an art form in and of itself. Its app features a quicker publishing process for its six-second videos with no need to choose a cover frame. Vine is trading on simplicity and spontaneity. The acquisition highlights the increasing differentiation in product and strategy of Vine and Instagram. This impressive technology led TechCrunch to name Midnox/Luma one of the 10 best startups from Y Combinator’s Winter 2012 Demo Day. You can see its “Infinite Filter” technology in action in this short clip. These include sliders for changing the brightness, contrast, saturation and exposure of videos. Luma also had a suite of video-editing tools that could aid Instagram’s 130 million+ users. Instagram might also make use of Luma’s “non-disruptive” video filtering technology, which allows videos to be shot with filters turned on, but switched or removed after a video has been recorded. This includes video stabilization, which Instagram is apparently now using to improve its own stabilization tech that launched alongside its new video sharing feature in June. Unlike the rash of acqui-hires in Silicon Valley, this deal comes with Luma’s technology. By joining the exceptionally talented team at Instagram, we’re taking another big step towards realizing that mission.” Along with being in Y Combinator, Luma was formerly part of Stanford’s StartX accelerator. The Luma team writes: “Eighteen months ago, we embarked on a mission to make capturing and sharing beautiful videos easy without expensive software or heavy equipment. We were tipped off to the acquisition, and Facebook has since confirmed that it is Instagram’s first, and the deal is for both talent and technology.
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