Instagram video: La recherche du temps perdu*

*This is my blog and I can be as pretentious as I like.

Instagram now has the capacity for sharing video. Because why have one image when you can have loads of them per second. I’ll explain a bit about the service first but the interesting thing to me is what one of the technical constraints says about meaningful communication.

The interface is kind of like vine in that you touch the screen to film and let go to stop. The movies don’t loop like on Vine, though, and the video can be up to 15 seconds long which is over twice that of a Vine.

As you might expect, once you’ve filmed your video you also have a number of filters (with names of varying degrees of sense) to apply. I’m sad that the makers didn’t experiment further with filters. Where was the one that made it look like a black and white movie from the thirties? What about red/blue 3D-ifying footage? The point of Instagram is nostalgia at the touch of a button so why not explore how that differs for video.

ANYWAY, the meaningful communication observation is tied to the requirement that video on Instagram be at least 3 seconds long. Any shorter and it simply won’t publish. When I noticed this (there’s a bar at the bottom of the recording screen with a notch to mark off that limit) I started wondering why.

To me, a child of the gif generation it seems obvious that some video sentiments benefit from brevity. Two seconds is technically all the time you need for a cat in a bee costume to fall off a couch. For example.

I wondered whether the three second rule (the Instagram one not the food one) might be a tech issue or a concession to functionality. Maybe it’s to do with storage space or perhaps shorter video without a loop function would just look glitchy and broken on the feed.

Curious, I emailed the PR who responded:

“Instagram is about capturing moments – we believe the constraints in place help create compelling and simple videos for everyone to consume in a mobile setting.”

So the three second rule is about capturing moments. But no fewer than three of them. Compelling and simple videos as defined by Instagram and parent company Facebook only exist in the range of 3-15 seconds.

In that tiny three second gap between still photograph and Instagram video is a hinterland of lost emotion and communication. I can’t imagine it’s a space which matters to many people but for me it represents a fifth less communication, a fifth less exploration and a fifth less ambition.