Instagram boasts that what was once only possible with more expensive equipment, like a Steadicam or high-priced tracking rig, is now possible through the free iPhone app (with an Android version on the way).
“From documenting your whole commute in seconds or the preparation of your dinner from start to finish to capturing an entire sunset as it unfolds, we’re thrilled about the creative possibilities Hyperlapse unlocks,” stated an Instagram blog post Tuesday announcing the app.
Unlike Instagram itself, Hyperlapse doesn’t require users to create an account. Users tap to start or stop shooting, and set a playback speed via built-in slider up to 12 times faster than normal. “Capture your bumpy trail run and share your 5K in 5 seconds,” suggests the Hyperlapse page in the in the App Store. The description also promises videos can be shared easily on Instagram and Facebook.
Why not simply build the functionality into the Instagram itself? “We didn’t want to create a special use that would just be hidden,” Mike Krieger, Instagram’s co-founder and CTO, told Wired, in an extended interview about the development of Hyperlapse. It also continues a recent pattern of companies like parent Facebook and Foursquare releasing specialized, standalone apps instead of adding features to flagship apps.
Along with individual users, the app will obviously also give brands a new platform for creating brief, cinematic-style videos on mobile devices. The release of Hyperlapse comes just days after Vine introduced new editing tools and the ability to upload existing videos to the Twitter-owned video app.
“It’s super lean and mean, and just opens up more ways for people and brands to go beyond the standard Instagram and Vine photo/stop-motion formats,” said Sean Miller, SVP, strategy at digital agency Rokkan, of Hyperlapse.
Because the only native sharing options in the app are to Instagram and Facebook, he suggested it would appeal mostly to brands already on Instagram looking to keep their content fresh. “But, I don’t think brands who aren’t on Instagram are going to flock to the platform based on this feature alone,” said Miller.