Instagram video appears to be a hit. Users uploaded more than 5 million videos during the first 24 hours of availability.
In the first eight hours alone, the app saw one year’s worth of video uploaded, 40 hours per minute when the Miami Heat won the NBA championship Thursday evening, according to Instagram.
A number of celebrities ranging from Justin Bieber to Jimmy Fallon, and even more brands, are already using Instagram video. Huge brands such as Cisco, GE and Gap have started posting videos on the service, as have many major league sports teams, including the Yankees, Giants, Dodgers and 49ers.
Facebook announced Instagram video at a press event at its Menlo Park headquarters Thursday. Instagram users can create 3- to 15-second videos, add one of 13 video-specific filters and then share them with friends. Similar in many ways to what Instagram already does for photos, videos show up in the feed alongside photos.
Have you created a video on Instagram yet? Let us know what you think about the new feature in the comments.