At today's Facebook event in Menlo Park, the company focused on a new feature for Instagram: Videos.
"It's the same Instagram we know and love, but it moves," said Instagram co-founder Kevin Systrom.
Systrom says that they focused on three things when developing video on Instagram: simplicity, beauty, and community.
Video on Instagram is as minimally disruptive to the Instagram app you know and love as possible. Now, there's simply a new video button next to the photo capture icon inside the app. Click on that, and you can press and hold the icon to record video - up to 15 seconds (2.5 times at long as the features obvious competitor, Vine).
Users will also be able to delete segments from the videos right from the app.
And yes, there are filters - 13 brand new custom filters specially designed for videos, in fact.
There's also the ability to choose the preview image that's shown in the feed for each video. Systrom calls this an "Instagram touch."
Instagram also launched "cinema," a new video stabilization tool. You'll be able to toggle it with a little icon of a shaky camera present during the filtering stage when processing new videos.
Instagram announced 130 million monthly active users today, and this new video feature will be available for all of them at launch.
Systrom also announced 16 billion photos shared and 1 billion likes every day.
"That's a lot of pictures of coffee," he said.
"Visual imagery is everything. It's in our DNA, it's what drives us," said Systrom. "Our goal is to capture and share the world's moments."
"What we've done is make Instagram better."
"So what does this mean for your content? Nothing’s different from photos. We’re still committed to making sure you have control over all of your content. Only the people who you let see your photos will be able to see your videos. And as with photos, you own your videos."