Instagram will unveil a video feature on Thursday as Facebook attempts to challenge Vine, Twitter's six-second video phenomenon, according to multiple reports.

Techcrunch.com and Allthingsd.com report the new product announcement will take place at Facebook's headquarters. Sources tell the tech sites that Facebook has been working on the new Instagram video product for the last two years and is especially attempting to differentiate itself from Vine.

For instance, videos that range anywhere from six to 10 seconds long.

The Vine app from Twitter debuted January, has 13 million users and is on the up and up after introducing an Android version in June.

Vine and Instagram serve as the latest frontlines in the Twitter versus Facebook battle. As noted by Techcrunch, the number of shares by Vine users on Twitter has shot up higher than the number of shares on Instagram.

Techies say a move to video for Instagram could be attractive for future advertisers.

 There are currently no advertisements on either Instagram or Vine.

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