Apple’s “Live Photos” has received a big boost from Facebook.
Facebook is slowly rolling out the the ability to upload and view Apple’s Live Photos on the Facebook iOS app. The social media platform launched the feature for select users on Monday and will continue the rollout into the new year.
Apple debuted Live Photos earlier this year with the rollout of the iPhone 6s. The feature is reminiscent of the living portraits in “Harry Potter” in that it allows users to take photos that appear to come to life, like animated GIFs but with better quality. The images initially appear static, but can animate when viewed.
So how is this different than video? It’s actually just a really short video, but it comes down to timing and automation.
Once iPhone 6s users enable Live Photos, the feature automatically records 1.5 seconds of audio and video before and after each shot. Users can opt-in to share a Live Photo on Facebook. If they don’t opt in they can share just the snapshot.
Users included in the app rollout are running iOS 9 and can view others’ shared Live Photos. Those with Android phones, Macs or Windows PCs will simply see a static picture.
The Facebook news follows shortly after Tumblr's announcement to support Live Photos earlier this month. It's not clear whether Facebook is planning to roll Live Photos out to its photo-sharing platform Instagram.
This is one of several Facebook initiatives that will help the platform cater to users’ increased interest in video.
Earlier this month, Facebook launched “Live.” Similar to Meerkat or Periscope, the Facebook feature streams users’ live video feeds, displays the number of viewers and provides real-time commenting. When a user finishes live streaming, the broadcast saves to their timeline.
Facebook also recently unveiled a new collage-sharing feature, which allows users to combine photos and videos in a grid.
The platform now delivers 4 billion video views a day, according to the Wall Street Journal. That’s up from 1 billion video views in September 2014 and 3 billion in January 2015. The more the site can generate interest in watching video within the app, the more likely it is that users will stick around for ad-supported content.
According to Variety, Facebook has the potential to generate $3.8 billion in revenue from video advertising by 2017, triple its expected take in 2015. There has been a 400-percent increase in video published by people and brands over the past year on the platform.
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