About a month ago, Instagram launched a standalone time-lapse video app called Hyperlapse. You shoot your video in the app and then have the option to increase its speed up to 12x the normal speed. Cliff Kuang at Wired described it best when he said that it’s “like a $15,000 video setup in your hand.”
As a PR gal, I started to imagine all the amazing things that I, a total novice, could accomplish with Hyperlapse.
Can you tell I’ve been working with Sassoon for years? The possibilities for this app seem endless.
I started dabbling in Hyperlapse and quickly realized that I wouldn’t become an expert videographer immediately upon downloading this app. In fact, it emphasized the importance of collaborating and planning with a creative expert to ensure the story is told correctly (and without making the viewer nauseated).
Several technical aspects need to be considered to take advantage of this app’s full scope. J Barbush’s post on best practices nicely sums up some of the items an amateur would need to consider when creating an effective Hyperlapse.
However, I still love this app. It provides a tool for marketers to create fresh content, such as giving behind the scenes access, showcasing gorgeous products and condensing brand experiences so they fit nicely on Instagram. It adds another dimension to brand storytelling. And those fashion shows and makeovers, well, they are definitely going to look fabulous.
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Hyperlapse, instagram