Facebook-owned image sharing service, Instagram, has made its first acquisition, absorbing the camera app Luma. The deal includes both the team and technology of Luma, providing Instagram with a number of new features including cinematic video stabilization, filters and effects that could help Instagram improve its competiitive standing vs. archrival Vine by increasing video quality. The specific terms of the deal were not disclosed to the public.
The news surfaced last Friday, when Luma announced the acquisition via the company’s website. Since then, Facebook has confirmed the validity of Luma’s claims with CNET, but the social networking site has refused to offer additional details.
Instagram might already be using Luma’s stabilization in technology that launched along with the app’s video sharing feature back in June. Instagram might also look to include Luma’s “non-disruptive” video filtering technology, which allows users to capture video with the filter turned on that can later be switched or removed after recording. Luma also offers a number of video editing tools that could now make their way to Instagram’s vast user base, allowing users to alter the brightness, contrasts, saturation and exposure of their clips.
Instagram’s acquisition helps to highlight the company’s differing approach from that of its leading competitor, Twitter-owned Vine. Both companies are vying for this expanding mini-mobile movie niche, but in different ways. Vine favors simplicity and spontaneity, while Instagram continues to place an emphasis on features, customization and high-quality video production.
Luma’s iOS app has been pulled from Apple’s App Store, with plans for existing users to continue to receive support until December 31, 2013.