Vine Who? Why Brands are Jumping at Video for Instagram

Kevin Systrom had barely finished showing off Instagram's new video features when several brands started posting their own clipsLululemon was one of the first out of the gate with a video showing a woman doing yoga in different locationsBurberry and Charity: water posted videos as well

Systrom, the co-founder of Instagram, pitched the option to record videos as a way for casual users to capture "moments" of their lives in a new way. But as with these days from Facebook — Instagram's parent company — Systrom seemed to be speaking directly to marketers. He repeatedly emphasized that the feature would be available to Instagram's "on day one,"a testament to its reach compared to other video-sharing services. He also revealed that Instagram videos could be up to 15-seconds long.