So, expectedly, we will hear a lot of criticism that Instagram is copying Vine. In some ways, it is - but with its own spin and one that I think will emphasize beauty in video, much like it has done with photos and whereas I see Vine personally as one that lets you share moments as they are or some kind of quirky videos. Technologically, the difference is arbitrary (filters vs. no filters) but, as the saying goes: the medium is the message - and Instagram has created a community based on those filters - and that community will invariably transform the new technology into something extraordinary.

What I'm interested in is what will happen to Vine. Vine was meant to be this great sharing solution for moments recorded in video. It had its moment when it first launched, then dipped in popularity, and only recently started getting popular again. Its use has not skyrocketed (I could be wrong). My belief is that it's because taking a good video is hard, harder I think, than taking a good picture.

So, it's likely that Instagram will able to bullishly leverage its existing and talented user base to take full advantage of the video feature. What about the majority? I'm worried that most Instagram users won't use the feature as actively because they are too intimidated. I mean I looked at the cafe latte example and it was practically cinematic. Is the Average Joe expected to take a video like that?

I think this is the right step for Instagram but I'm not sure whether they've solved the essential problem in sharing these video moments.