Instagram Acquires HD Video App Luma

Instagram announced recently that they acquired Luma, an HD video creation app. The app allows users to add professional features to videos “without expensive software or heavy equipment.”

Instagram launched its video product in June soon after Twitter announced the micro-video app Vine. Vine allows users to create 6-second videos, whereas Instagram allows users to take 15-second videos. The Instagram product also allows users to add filters, and recently adopted Luma’s shake-reducing technology, which helps users capture more professional looking videos.

Although the Luma team and technology will be bought out in the deal, the company itself will be shut down soon. Luma’s technology array includes “non-disruptive” video filtering technology, which allows videos to be shot with filters turned on, and offers a variety of video-editing tools. The acquisition with Luma shows a growing trend of differentiation between Instagram and Vine. Vine allows users to be spontaneous and create simple videos, but Instagram allows users to build professional looking videos and enable them with vide-editing tools.

Instagram may also feature new updates as Facebook is looking to leverage potential social avenues. Although the details of the deal have not been disclosed, the Luma app can no longer be downloaded from the Apple app store. However, Instagram stated that they would continue to support Luma users.

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