Summary:

Before today, Socialcam was already the leading video sharing application available for the iPhone. But it’s getting even better with a pretty fantastic update to its app that adds filters, and will let users add a little color to their videos.

socialcam

Socialcam is on a roll: Its video sharing app for iPhone just hit 2 million downloads on the Apple App Store, and it’s rolling out a new version Wednesday that adds filters to its feature set.

Before today, San Francisco-based Socialcam was already the leading video sharing application available for the iPhone. The 2 million download milestone occurred just six months after launch — but more importantly, it comes just two months after Socialcam announced it had hit a million downloads. That shows that the service is catching on and customer acquisition is actually improving with time.

But Socialcam has made a pretty fantastic update to its app by incorporating filters that will let users add a little color to their videos. The app is launching with five “vintage” filters, including 1970s, Bohemian, Noir, Sepia and Rouge; and three “experimental” filters, labeled Acid, Foil and Electronica.

While there are other video sharing apps that allow users to add filters to the things that they shoot — Vlix, Viddy and Vibop come to mind — Socialcam’s implementation adds the filter at the time that the video is shot. And it’s easier than ever to get to those filters — all a user has to do to select one is flick across the screen and a new filter will appear.

The good news in the way Socialcam has implemented filters is that you see what the video looks like before it’s finished, and there’s no timely processing that happens at the end. The bad news is that users don’t have access to any sort of unfiltered raw video file when they’re done shooting.

According to CEO Michael Seibel, Socialcam can build new effect by automatically converting photo filters or graphics into video filters. It’s also separated the filters out from the rest of the app code, giving it the flexibility to quickly add new filters without issuing an actual update to the app.

Socialcam was recently spun out of Justin.tv as a standalone company. The startup, which is based in San Francisco, now has four employees working on the app.

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