Yesterday, Facebook unveiled an update to massively popular photo-sharing app Instagram, introducing 15-second videos to the service in a move criticized by many as an imitation of Twitter’s Vine app. Original idea or total rip-off, Instagram users clearly weren’t phased, quickly uploading 5 million videos totaling over a year’s worth of content to the service in just 24 hours, the company told CNET.
Interestingly, Instagram video uploads didn’t really pick up until hours after the announcement later on Thursday night, peaking as the NBA finals between the Miami Heat and San Antonia Spurs reached it’s climactic end. The company revealed that by the end of the game close to 40 hours of video were being uploaded every minute.
It’s no surprise that Instagram’s video update has seen early success, given the apps 130 million active users, but it’s still unclear if the the new feature will be a flash-in-the-pan hit, a lasting success, or ruin Instagram altogether, as some have predicted.