Everything PR News
PR News

Instagram Buys Luma to Improve Video Capabilities

EPR Editorial TeamBy EPR Editorial Team2 min read
Instagram Buys Luma to Improve Video Capabilities
Share
Instagram acquired Luma, a video-capture and sharing app, although the popular photo sharing app already had video sharing capability, introduced about two months ago. But Luma is supposed to enhance Instagram's video capabilities with its stabilization technology, which, according to sources, is already live on Instagram. Luma has proprietary technology that uses advanced motion retargeting algorithms to remove handshake for the smoothest possible shot. A stabilization feature was available on Instagram video on iPhone 4S and iPhone 5, allowing you to stabilize your video after you took it. Luma's technology is supposed to improve on already existing features, adding more value for the users. Enhanced with Luma technology, any user on Instagram can shoot beautiful, fluid videos, of professional quality. The video below, filmed entirely with mobile devices by Luma users, illustrates just how the algorithm works. According to the company, the motion retargeting algorithm figures out the ideal camera motion automatically (whether it’s a stationary, panning, dolly, or steadicam shot) and re-targets the video to match that motion, without any tripods. In addition to stabilization technology, Luma also has real-time color grading, and allows users to adjust brightness, contrast, saturation and exposure instantly, without post-processing or waiting of any kind. This type of video editing has only been available to professional videographers, at expensive prices. Although the terms of the deal were not disclosed, things seem sweet for Luma, and probably not so sweet for its users, because the service is shutting down. The company urged its users to download their videos before December 31st, 2013. The future is bright for Instagram users though:
"Eighteen months ago, we embarked on a mission to make capturing and sharing beautiful videos easy without expensive software or heavy equipment. By joining the exceptionally talented team at Instagram, we're taking another big step towards realizing that mission," the official announcement reads.
Better video on Instagram adds tremendous potential to the app. Marketers are already finding creative ways to engage the community, and to advertise on the network. Take the Mercedes-Benz CLA Take the Wheel campaign, where 5 of Instagram's best photographers compete for likes to 5 days each behind the wheel to win the all new Mercedes-Benz CLA. The campaign recorded tremendous success, and positive response from the community, despite its commercial nature. You can only imagine what video can do in a similar scenario. Brands will find more creative ways to advertise to consumers, by involving them directly into the process. Traditional advertising is changing, shifting, if you will. It is becoming social, and Instagram will play an important role in the process.
TagsPR NewsSocial Media
EPR Editorial Team
Written by
EPR Editorial Team

The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.

Other news

See all
The Reputation Firms That Actually Run This Work
EPR Editorial Team · 06/04/2026

The Reputation Firms That Actually Run This Work

Explore the nuanced landscape of reputation management firms. This article differentiates between major PR firms, dedicated crisis communicators, AI-era specialists, and SEO-focused agencies, highlighting their actual capabilities versus claimed expertise in reputation work.

GEO for Startup Funding Announcements: How to Turn a Raise Into Citation Share
EPR Editorial Team · 06/04/2026

GEO for Startup Funding Announcements: How to Turn a Raise Into Citation Share

A funding announcement is the highest-leverage moment a startup gets to enter the AI engines' index — and most founders waste it. Here's the GEO playbook for turning a raise into lasting Citation Share.

Pre-IPO Reputation Hardening — What Companies Do Before They File
EPR Editorial Team · 06/04/2026

Pre-IPO Reputation Hardening — What Companies Do Before They File

Pre-IPO reputation hardening is a 12-month operation. Most teams start at month two. Companies preparing for IPO face a structural reputation transition. The pre-filing private-company communications operation gets reshaped into the post-filing public-company communications operation across roughly 12 months.

Never Miss a Headline

Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.