Instagram Video is coming to iOS and Android and is designed around three core principles: simplicity, beauty and community.

Video time is limited to 15 seconds (which happens to be the length of typical web ads) and users will be able to edit the frames of their videos to remove certain segments of the footage. They can also choose a cover photo for their videos, which will appear in the stream as a regular photo.

Instagram —known for its photo filters— will support 13 new custom filters. As with photographs, users can apply different filters to videos and instantly see the effects in a playback mode before a final version is posted. Instagram Video will also include an autostabilisation feature called “Cinema” which corrects common human errors in video shooting, such as wobbliness.

So what are your thoughts of Instagram’s new video plans?