Flipagram is one of the most popular downloaded apps. Yet it remains dwarfed by two giants it wants to, well, not exactly supplant, but compete with on the same level.
"We're a storytelling network," said founder and CEO Farhad Mohit. "We see ourselves sort of like in between Instagram and Youtube."
The app has over 30 million monthly users who use it to put pictures and videos to music with text. Users can either choose music they've already purchased from sources like iTunes, or pick from millions of free songs Flipagram has licensed. (Instagram doesn't let users add music, and Flipagram's tools make it easier to create and upload a video than Youtube.)
Thursday, the company announced it is expanding the length of those stories to 60 seconds, the longest for a social mobile app. "Right now is a great time to talk about 60-second videos, because we have the year-end recaps coming," said Mohit. Also, some stories require more time to be told.
"If you're doing a memorial for a lost friend, if you're going to a birthday celebration ... many how-to's, recipes, all sorts of stories can take time," he said.