Instagram users have uploaded more than of 5 million videos within the first 24 hours after the new feature was added Thursday, June 20, an Instagram spokesperson said.
Facebook's Instagram app on iOS and Android platforms was updated and a new video feature was included in the update.
Consumers can now partake in video sharing via Instagram, which means that users can upload a short video of up to 15 seconds long to Instagram and share it with friends and followers on the social network. The app was designed with a process that will stabilize any footage while uploading to prevent shaky videos.
The update also allows users to edit video using from 13 different filters available.
"Instagram users uploaded 40 hours of video per minute" at peak usage, the Instagram spokesperson said.
"The climactic moment came Thursday night as the Miami Heat defeated the San Antonio Spurs during the NBA Finals," the representative said.
Celebrities who jumped in on the action and posted videos upon the launch of the app update included Jimmy Fallon, Kobe Bryant and Brody, Kylie and Kendall Jenner. ESPN and fashion company TopShop also made and posted footage the day of the launch.
The Instagram video feature is considered a market rival to Twitter's Vine app, which only allows users to upload clips up to 6 seconds in length.
Instagram is used by approximately 130 million users around the world and it is the world's most popular photo app with 45 million photo posts daily.
Twitter's Vine was launched in January and more people posted Vine videos on Twitter in May than Instagram users posted photos, but that could change given how quickly users posted video once the Instagram app upgrade launched this week.