A few weeks back Instagram launched Hyperlapse, its standalone app that allows users to create time-lapse videos.

Since launching Hyperlapse has proved a hit with users, and an increasing number of brands.

Hyperdrive

Within hours of the Hyperlapse release some plucky brands, including Bud Light and Mountain Dew, had already posted their own time-lapse videos on Instagram.

“The Tonight Show” host Jimmy Fallon jumped on board when he appeared to devour an enormous cake in record time, thanks to a bit of Hyperlapse trickery. The clip has garnered over 14,000 likes.

Elsewhere a Hyperlase showing an employee from drinks manufacturer AriZona sampling nine different flavours of ice tea in a frenetic burst has attracted over 3200 likes.

A Hyperlapse from Mercedes Benz USA giving a virtual tour of its new C-Class model drew over 5000 likes.  

Attention seeking

While none of these clips are likely to be nominated for a Cannes Lion, they do show how quickly brands can adopt new technologies in innovative ways.

It doesn’t take much effort to create a Hyperlapse video, so testing various formats and seeing what works carries less risk.

Get ready for more time-lapse video coming soon to a news feed near you.

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