Shortly after announcing the launch of an embedded video player that is set to change the landscape of the online video market, Facebook today launched a new app named Rift that will hit the Apple Store and Google Play come Monday.
Using Rift, iOS and Android users will be able to create videos for Facebook from their smartphones in less than 20 seconds, which they can post as status updated using hashtags.
Once a user uploads a video on Facebook, Rift helps other users to add their own clips to it and build a story in an interactive manner.
Josh Miller, Product manager at Facebook, said, "The potential pool of creative collaborators can grow exponentially from there, so a short video can become an inventive project between circles of friends that you can share to Facebook, or anywhere on the internet, at any time."
Emphasizing online videos as the future of social interactions in the web, Mark Zuckerberg had opened the path for Facebook to compete with YouTube and Vimeo by launching the embedded video player last week.
By launching the new app, Facebook is striving to ensure that creating and uploading videos for Facebook could be child's play. Given its existing reach, there's little doubt that Rift would undoubtedly emerge as a major video creation app in the coming months.