Instagram is taking on Vine, as it has launched a new video-sharing service, simply called "Video on Instagram."  

At a press event at Facebook’s Menlo Park headquarters, Instagram’s CEO Kevin Systrom debuted the new feature, giving users the opportunity to capture 15-second clips to share on the service through 13 different filters.

Available for both iOS and Android users to download now, users can record and stich together clips into collages, very much like the Twitter-owned service 'vine.'  But this comes with smarter features, namely the fact that the clip doesn't loop, you can delete individual clips out of your 'collagem' and image stabilisation technology known as 'cinema.'  

"Everything we know and love about Instagram, but it moves," said Systrom, as he demonstrated the key features.