Vine has become one of the most used social media services on the Internet, so it comes as no surprise to see Facebook wanting to cash in on Vine's success. On Thursday, Facebook held a little conference where it announced that Instagram will now add short video recording, something similar to what Vine does, but more awesome if you're into filters.

The new Instagram update will now allow 130 million users to shoot 15-second videos that can be dressed up with one of 13 different filters. What we see here is Instagram trying to do for videos what it did for photos, along with adding a much longer recording time when compared to Vine. This could be a huge problem for Vine, as Instagram is quite popular, and the addition of filters could attract more users to Instagram as they have the option to do much more with their creation.

The new Instagram video feature is now available for both iOS and Android as a free update for all users around the world. Nothing much has changed with the basic look of the app - the main noticeable difference is the small movie icon that has been added to bring you directly into the video mode.

"It's a powerful way to learn about new concepts, ideas and causes that move the world forward in a significant way," according to Instagram co-founder and CEO Kevin Systrom at the press conference on Thursday. "It's our collective belief that the world is better off collected and shared permanently."

Not everything is OK with Instagram's new video recording feature. For example, users are forced to record content through the Instagram app, so there is no way to upload already recorded content to the service, which might end up being quite annoying for some users.

To stay competitive, Vine must ready a counterattack as soon as possible or watch its user-base take a liking to what Instagram is doing. It won't be easy for Vine as it does not have the deep pockets backing of Facebook, but as we've seen on many occasions, more money is not always the answer to success.