92 THE POWER OF VISUAL STORYTELLING and connect with their followers. According to Mashable, videos shared by brands on Instagram have twice the level of engagement as Instagram 92 photos and significantly higher engagement than videos on Vine. The features that make Instagram unique are these: • There are 13 filters available to choose from to add mood and atmo- sphere to your video. • You can add a static cover shot that serves as a thumbnail and/or title page. • Recording time is 15 seconds versus Vine’s 6-second clips. • Users can record multiple clips in succession. • There is a stabilizer feature to smooth out shakiness and make the product more polished and professional. • The usual Instagram tagging works the same as with photos. The Instagram app gives a new, creative edge to snapping photos or videos from a phone. The whole process of taking a photo, choosing a fil- ter or digital effects, and uploading it online is slick and fun: Instagram is an app for the click-and-share generation. Although there is no equiv- alent to the EdgeRank filter or promoted content, the most liked photos and videos do make it to the popular page, and now that Facebook has integrated it into its service, media liked on Instagram shows up on the Facebook Timeline, helping to share images more widely. Since brands started to have real success using image sharing networks such as Pinterest, social visual marketing has become more and more cen- tral to a company’s strategy. Brands’ quick adoption of Instagram shows how attuned they have become to telling their stories through visual media—and with 100 million monthly users, they really can’t afford to miss the opportunities to reach new, young, vibrant audiences. Like Pinterest, Instagram’s user base is dominated by women, and as we know, women are responsible for the majority of household spending. Smart brands are consequently prioritizing finding new ways to grow online communities that will reach this target market.