The move was made to rival Vine, Twitter's video sharing app for iOS and Android.
Instagram's updated platform allows for 15 second videos, much longer than Vine's 6 second video restriction.
Says Kevin Systrom, Instagram CEO:
Today, we're thrilled to introduce Video on Instagram and bring you another way to share your stories. When you go to take a photo on Instagram, you'll now see a movie camera icon. Tap it to enter video mode, where you can take up to fifteen seconds of video through the Instagram camera.
You'll also find that we've added thirteen filters built specifically for video so you can keep sharing beautiful content on Instagram. When you post a video, you'll also be able to select your favorite scene from what you've recorded as your cover image so your videos are beautiful even when they're not playing.
Written by: Andre Yoskowitz @ 21 Jun 2013 10:18