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Why Instagram’s New App Is a Dream for Social Marketers

Something’s in the air. It’s the week of video enhancement announcements for mobile users. Say that three times fast.

Today, Instagram released Hyperlapse, an app that uses algorithm processing to create movie-quality tracking shots and fast time-lapse videos. This release comes on the heels of Vine’s announcement that it’s new functionality lets users import video clips. You don’t need thousands of dollars worth of camera equipment. Instagram’s new app is free, and it’s available on your iPhone. If your brand has been making hesitant forays into the video space, or you haven’t even tried because you don’t have the budget for professional videographers, or you want a good way to edit videos in-the-moment during events, Hyperlapse is for you. Here’s why it matters to marketers.

Hyperlapse Is Simple

As a social media manager, marketing team member, or event coordinator, you might not be a video expert, but you probably have iPhones and know how to download apps. Hyperlapse puts new power in your capable hands.

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Hyperlapse’s Record screen, AKA Ray-Bans and messy desk still life.

Click the white circle in the app and it becomes a record button. Once you’re done recording, select which speed you want your video to run at, from 1x to 12x. Choose whether to share the video to Facebook or Instagram. That’s it.

The next time your brand runs, or sponsors, an event is the perfect time to experiment with Hyperlapse. Have a handful of team members take Hyperlapse videos, then sync up at the end of each day and pick the one you’ll post. It’s a good way to keep eyes on many different areas of an event and/or department, while also creating content to engage Instagram and Facebook followers.

Engage Your Followers

Hyperlapse can be a great tool for engaging followers, and a novelty you should certainly be taking advantage of. A couple examples would be:

  • Create a campaign hashtag and come up with a cross-channel challenge publicized on Facebook and Instagram. Ask followers to upload their own Hyperlapse videos using your chosen hashtag to one of those two channels. Then, measure that hashtag and the activity around your accounts to see if you’re on the right track.
  • Conduct a scavenger hunt campaign or drop clues before a big product release, similar to Taylor Swift’s recent social media hint-dropping explosion before releasing her new song and announcing her forthcoming album. In this way, you slowly build a story for your followers to latch on to, piquing their curiosity and moving eyes more and more towards your product or site.

Don’t be afraid to mix and match content if you’re using this strategy, either — Hyperlapse video one day, photo the next day, GIF the next. The world is your content patchwork-loving oyster.

Hyperlapse Videos + Instagram Filters = Marketing Gold

After you take a video with Hyperlapse, you can upload it to Instagram in a specific filter that matches your marketing message or ethos. This gives you two video editing tools that, when used in tandem, become powerful marketing tools.

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A Simply Measured hand, and all those Instagram filter and editing choices we know and love.


What Will You Do With Hyperlapse?

How will you use Hyperlapse in your marketing efforts? Is this a sign of further video editing developments to come from Instagram? What do you think? Let us know in the comments below, and if you’d like more awesome visual marketing tips for serious marketers, download our fresh-off-the-presses Instagram guide below.


Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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