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TheStreet Open House

Instagram's Innovation Is Just Starting, and 'Jobs' Is First Up

NEW YORK ( TheStreet) -- "Here's to the crazy ones. The misfits. The rebel,'' says Richard Dreyfus in Apple (AAPL - Get Report)'s Think Different commercial.

Though the movie Jobs has been mostly panned in the build-up to a wider release on August 16th, it's nothing if not different in its approach to marketing.

The movie, which portrays Ashton Kutcher as Steve Jobs, the co-founder and wildly successful Apple CEO, has turned to Instagram to disseminate its trailer. It's the first movie studio to release a trailer on Instagram, making use of the video service Instagram unveiled last month.

Most movie trailers are usually 90 seconds to 2 minutes whereas Instagram requires nothing longer than 15 seconds. The very abbreviated length doesn't allow editors to show as much of the film, forcing them to be quite focused with their footage.

The Jobs trailer certainly does just that. Kutcher is shown as the enigmatic CEO early in his career slamming down a phone while on a business call, and then quickly taking the viewer all the way to the unveiling of what appears to be an iPod.

Purchased last yeat by Facebook (FB - Get Report), Instagram has become an important social network, perhaps more important than Facebook itself as consumers increasingly look for the "next hot thing." Brands and now movie studios have become aware of this phenomena and are turning to Instagram to show off their wares to attract customers, old and new alike.

Instagram's addition of video has allowed the social network, which has more than 130 million monthly users, to really turn on the jets, and allow its users to be creative and show off in ways photos can't allow. A movie trailer is just the first example of this. Perhaps we see full-fledged movie shorts or commercials shot using Instagram as people find new ways to make use of the technology.

Though the movie itself does not look like it's an Oscar worthy picture, its use of social media, and particularly Instagram, is certainly keeping true to the main character in the story. That's "thinking different."

-- Written by Chris Ciaccia in New York

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