Facebook launches Instagram replica

Facebook has moved quickly to exploit its $1bn (£638m) acquisition of photo app Instagram by launching a camera app for iPhone users as it looks to boost its mobile revenues.

brightcove.createExperiences();

The new service, Camera, is a free standalone iOS app that allows users to just view photos from their friends in one feed, share multiple photos at once and customise pictures with filters and captions – much the same as the original Instagram app.

Facebook hopes that by enhancing its photo offering, users will stay on its network more, making it a better proposition to advertisers as people will be more likely to see and click on their ads.

The company says the average session time for a user visiting Facebook in the UK is 22 minutes, although many people visit several times a day.

Photos are amongst the most engaged-with media on Facebook. The social network has previously said that photos posted by brands can generate about 180% more engagement than the average page post.

Facebook said when it first filed for its IPO earlier this year that it does not generate any “meaningful” revenue from its mobile offering. It recently introduced its Sponsored Stories ad format to users’ mobile news feeds and Camera could also be used in the future a potential mobile revenue driver by also housing advertisements.

The company has not yet revealed when Camera might be available on Android, Windows Phone and other operating systems. When Instagram launched on Android earlier this year it racked up more than 10 million downloads in less than a month.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here