Video-sharing site Vimeo is taking some creative cues from food porn proprietor Instagram. As of February 28, 2013, Vimeo will be adding a “Look” visual enhancement to their video enhancer toolbox.
Placing a “Look” on a Vimeo upload will work similarly to Instagram’s library of filters or YouTube’s wildly unpopular visual enhancements. Vimeo CEO Kerry Trainor explained the company’s reasoning behind adding the filter-style enhancers in a press release, saying, “By adding Looks, Vimeo continues to provide the tools that help people easily make better videos.”
Visual-enhancement platform Vivoom will be powering Vimeo’s Looks, which will also recommend the perfect visual enhancer based on an analysis of a creator’s film and “social data.”
I’ve always had a place in my heart for Vimeo. In the history of time there hasn’t been a greater underdog than the indie-driven video site. When you’re stacked against the collective might of YouTube and Google, it’s pretty much a guarantee you’ll forever be the silver medal of video-sharing sites.
With all that said, Vimeo is still launching creative and cutting edge updates that continue to make it the place for serious filmmakers. Adding “Look” may be pandering slightly to the site’s Instagram-centric audience, but it’s wonderful to see that Vimeo has no delusions about who their audiences is.