I think this is a rather brilliant move by Instagram . It is an experience designed for how most people actually consume video on their mobile phones already (yeah, I know some of us still rotate for horizontal).  It may be a bit of gamble to ask creators to shoot twice or choose between it and YouTube , but a totally worthy experiment because the potential payout for Instagram is huge. Want to also point out, this paves the way for Instagram to either create or partner with studios to create, originals which could challenge Netflix but in a native, vertical format. It will also be interesting to see how usage differs between the in-app vs. additional app. #instagram #youtube #experiencedesign #video #mobilevideo #mobile #netflix #netflixoriginals …see more