THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 95 the website so that customers can see how the products look in real life, in a variety of styles. People can add comments and likes, and the company can build up whole conversations around the looks that fans create. The company has over 800,000 followers on Instagram (http://instagram.com/ freepeople). The brands that are already using Instagram have been quick to test out the new video function. The 15-second recording facility will be a relief to companies who have struggled with Vine’s 6-second time limit, and it opens up greater possibilities for marketing ideas that need a little more space than Vine currently provides. Of course, having the mighty weight of Facebook’s billion users behind the sharing potential of Instagram will help to persuade brands new to Instagram to explore its new function. The filtering capacity that has made its photos so instantly recogniz- able will be of great interest to brands wishing to use the video feature for creative marketing. Its users have already been delighted with how easy the photo filters are to use, so the potential for producing artistic video clips and then uploading them straight to followers will surely be hugely popular. Brands have certainly been quick to upload their creative video offerings. Burberry has been a keen Instagram user, with an impressive following of almost 1 million people (http://instagram.com/burberry). The Burberry Instagram video debut took us into the world of its Prorsum Menswear Spring/Summer 2014 show in London. The video gives the viewers a sense of anticipation of the show, with a subtle soundtrack and vintage feel. It is well shot and beautifully edited—and it has been well received by fans, who have heaped praise on it like these comments: “This is BEAUTIFUL. I wish I were there. ” And “This video is inspiring!” Burberry is clearly an early master of the art of the 15-second Instagram video. Lululemon’s Every Mat Has a Story to Tell video shows what is possible in 15 seconds with great editing. This wonderful sequence splices together a yoga routine shot in different locations to create a smooth progres- sion with changing backgrounds, showing how the company’s exercise