Is Instagram’s Hyperlapse going to knock Vine out of the picture? I wouldn’t go as far as saying that yet, but Hyperlapse is a great new tool for brands to engage online.

In case you’ve been on holiday or not spotted the news, Instagram has just launched a new standalone app called Hyperlapse.  The app, which is only available to iOS7 users at the moment, allows you to shoot time-lapse video, even if the smartphone is moving.

As stated in a blog post from Instagram:

Traditionally, time lapse videos depend on holding your phone or camera still while you film. Hyperlapse from Instagram features built-in stabilization technology that lets you create moving, handheld time lapses that result in a cinematic look, quality and feel—a feat that has previously only been possible with expensive equipment.

On the iPhone4 you can shoot up to 10 minutes, and the iPhone5 a whopping 45 minutes. Hyperlapse isn’t a social network, it’s a tool but you can share the video on Instagram and use its multiple filters and effects.

It’s early days still, but not too early for some brands to start experimenting. Here is:

Disney

Oreo

Naked Juice

And of course, one from us. Hello from the Fireflies!

Can't wait to see a lot more of these!