Facebook could be getting into the video sharing app game.
Sources are telling several media outlets that Facebook on Thursday will announce that its popular photo-sharing app Instagram will begin to let people take short videos, much like Twitter's Vine program.
TechCrunch reported the news, while hedging that the information could also be a big off.
The official announcement on Facebook's "new product" will be announced at the Menlo Park headquarters and livestreamed here at 10 a.m. PST.
If the news is true, TechCruch said it would make sense as a direct response to the rising popularity of video-sharing services like Twitter’s Vine. Viddy, Cinemagram and Socialcam also sometimes get described as “Instragram for video” apps.
The Vine app — which lets users take six seconds of video footage on an iOS or Android handset and then share those clips to Vine’s own network, Twitter or Facebook — has shot up in popularity since going live in January, TechCrunch reported.
Facebook bought Instagram for $1 billion last year.
Thursday's announcement comes after Facebook announced a new hashtag feature on June 12.
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