Instagram moves further from mobile with Web embeds

The tool comes several months after rival Vine released an identical feature

By Zach Miners, IDG News Service |  Internet

People might start seeing a lot more Instagram content across the Web -- the photo- and video-sharing app has just announced the introduction of Web embeds.

Starting Wednesday, a new share button will be incorporated into Instagram photo and video pages on the desktop Web browser, to let people grab embed code and then place the content into any other website, article or blog, Instagram announced in a blog post on its site.

The new tool comes less than a month after the launch of video on Instagram. Since that time, embedding content outside of Instagram has been "one of the most requested features," company spokeswoman Tiffany Testo said in an email.

It works like this: Someone can view an Instagram user's page by going to Instagram.com/[username]. All of that user's public posts can be accessed there and each one will have an embed icon on the right side of the post, which will contain the HTML code.

The person does not have to be the creator of the content to embed it; it can be from somebody else's feed. However, it will still be clear who the original creator was, Instagram said. The embedded content will appear with the creator's username, and clicking on the Instagram logo will go to that person's page on Instagram.com, the company said.

Embed code is only available for public photos and videos.

Instagram is highlighting the embed feature's ability to help brands, news organizations and creative types "amplify" their Instagram-recorded experiences and engage with others outside of Instagram.

For instance, "a sports publication can take you behind the scenes at a game with videos or photos from the athletes," "a news organization can provide a real-time view into a breaking news event," or "a magazine can bring their readers behind the scenes at a fashion show or Hollywood event," Testo said.

Instagram, which is owned by Facebook, has 130 million monthly active users, Instagram CEO and co-founder Kevin Systrom said last month during the company's video announcement.

Meanwhile, rival mobile video app Vine, which is owned by Twitter, already offers Web embeds. That tool was rolled out in late March, two months after the app's initial launch in January.

Vine lets users record short, six-second videos that play back on a loop. Instagram, meanwhile, lets people record videos three to 15 seconds in length and also offers custom filters, image stabilization and in-app editing, in addition to its classic photo-shooting mode.

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