{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Instagram has a new standalone tool and in just two days it has captured the interest of various trend-savvy brands and made this writer waste an entire evening playing around with it.

I think you’ll agree when you see the results below, that it was totally worth it.

Hyperlapse is a standalone video app designed by Instagram, allowing the user to capture high-quality time-lapse videos even if the smartphone is moving.

In case you need a quick refresher, time-lapse is a technique where video is captured at lower frame-rate than normal and then played back at a standard-frame rate. Therefore making any movement that normally takes a long time (a sunset, me running) appear to happen in mere seconds.

Traditionally, time-lapse videos had to be held steady or locked into position in order to create a seamless shot. Hyperlapse however promises ‘in-built stabilisation technology that lets you create moving, handheld time-lapse that results in a cinematic look’ via your shake-prone smartphone.

I put the app to the test. Click below to play the video…

The above video is the final product after its been cropped, filtered and shared on Instagram. Although you don’t have to share it in this manner if you don’t want to. There’s an option to share to Facebook in its unfiltered form…

 

Or for even more convenience, the video file is left unadulterated on your smartphone, so you can repurpose it for whatever project you like. 

In fact now that Vine allows you to import any footage from pre-existing videos on your smartphone to mix and edit as you like, the opportunities for a multi-platform assault are limitless.

Hyperlapse has an incredibly simple interface. As soon as you download the app, you’re presented with a camera viewfinder that takes up your entire phone screen and a simple record button.

Let's pick on David Moth, sat to my left here...

 

The numbers at the bottom tell you how many seconds you’ve recorded and how long your video will be once it’s sped up.

Once you’re finished filming, you then move a slider along to choose what speed you’d like (standard rate all the way through to Benny Hill).

You can shoot a video for up to 10 minutes if you have an iPhone 4, however if you own an iPhone 5 you can shoot for a whopping 45 minutes. 

You don’t actually need an Instagram account to download or use the app which is a bonus, however if you do share a video to Instagram you will be able to use its multiple filters and effects.

Drawbacks

If you share your video to Instagram, it will be cropped to a square frame. Although you can control which part of the frame is shown.

The app is only available to iOS7 users at the moment.

It’s also important to remember that this is just a standalone tool, used in conjunction with Instagram. It is not a social video network in of itself. The functionality of the app is point-record-share. That’s it. So if you want to see fellow Hyperlapse users videos, everyone will have to remember to use the hashtag #hyperlapse or #myhyperlapse.

Branded Hyperlapses

You think it would be too early for brands to get on board after only two days in the app store right? Wrong…

Here’s a neat little tour around the Cosmopolitan offices:

 

This is Naked’s cheeky little number:

and Mountain Dew’s slightly dizzying effort:

These aren’t particularly mind-blowing, but it is very early days and what these videos show is a willingness for brands to experiment off the cuff and be seen as ahead of the curve with new social video tech. I guarantee that within a couple of weeks we’ll start seeing some incredible examples of Hyperlapses.

For an insightful best practice guide check out How brands can be brilliant at Instagram video.

Instagram’s communications manager Will Guyatt will be speaking at our Festival of Marketing. Join us for in November for a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more.

Christopher Ratcliff

Published 28 August, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

686 more posts from this author

Comments (2)

Avatar-blank-50x50

Dave Harris, Job Title at SMD

Instagram: look, we've renamed "timelapse" into "hyperlapse", added some annoying filters and now we're more relevant than ever!
Brands: new bandwagon to jump on - come on!

These are horrible - both in quality and production. If you've got to really show something, show it. Right now - it's all about showing for the sake of it (naked legs with a juice drink? Come on!).

almost 2 years ago

Christopher Ratcliff

Christopher Ratcliff, Editor at Methods Unsound / Search Engine Watch

@Steve - As I said, it's incredibly early days yet and I'm fully aware the branded examples aren't that good. They're featured to show just how quickly some brands have indeed leapt on to the bandwagon. That being said, it's a really sophisticated tool that's incredibly easy to use and I'm writing about it because I think anyone with an interest in making videos will get a kick out of it, not just brands.

almost 2 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.