Dive Brief:

• Instagram released a new video feature — Hyperlapse — that has immediately taken off, especially among brands. 
• The feature allows Instagram users to shoot sped up versions of Instagram video, which was a feature previously only available to professional or camera savvy users in the past. 
• Released on Tuesday, brands wasted no time in experimenting with Hyperlapse — Footlocker, WWE, and Esurance were some of the early adopters. 

Dive Insight: 

After seeing the videos, it's easy to understand why brands were so eager to test out Hyperlapse. The announcement comes just after Vine's new "loop count" and shows the rivarly between the two video apps is going strong.