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Instagram finally has a feature that it's long been missing: support for video.

According to CEO and Co-founder Kevin Systrom, it's a function Instagram wanted to add from the start, but since the company is all about simplicity, the time and technology weren't right until now.

Motion pictures of up to 15 seconds can now be captured via the Instagram app, version 4.0.0, and while Video on Instagram now turns its 130 million monthly users into time-constrained film makers, a few questions remain.

Systrom addressed a number in a post-press conference Q&A at Facebook's Menlo Park headquarters earlier today.

Vine time

The elephant in the room was how Video on Instagram stacks up to Vine and its six-second clips.

"I think it's an artistic choice, honestly," Systrom said of which video length is preferable. "I don't think that one is better than the other.

"Depending on the length of time you give the user, you're going to get different content.

"In our testing, we tried a bunch of different lengths, and we came out on 15 seconds as that Goldilocks moment of, it feels just right. Not too long in which case the video takes too long to download on the go. Not too short in that you're trying to record your kid and you don't get that special moment.

"That, plus the editing tools, gave us the right balance."

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