Instagram took over social media as the new place to share photos with friends, and then, later, with video. But unless users use an outside source to form a collage, they can only share one picture or video at a time.
The new app Momentage, sold to Apple July 2013, introduces a whole new way to share experiences.
"Momentage is a multimedia type app that allows you to share, capture and organize in the most elegant way possible," said JoAnn Ippolito, co-founder and COO of Momentage. "It really brings everyday moments to life and makes it as engaging as possible with the community."
According to Ippocito, through Momentage, users can take photos, videos and sound images and post them in one single post.
George Castineiras, founder and of Momentage, said they wanted to figure out how to modernize the way people around the world capture the most precious content they have, protect it and share it.
Castineiras said he wanted to find a better alternative to the way people have done it before, such as with digital cameras.
"We need a tool that helps people capture content with multiple media," Castineiras said. "We want to make sure people can share it the way they want. We don't want to define the user. We want the user to define, you know, the application."
The app has a discovery page with a variety of Momentages from different users. You can scroll down to see Momentages, even from people you don't follow.
Justin Bowen, chief technology officer at Momentage, said the discovery page is a place where they're trying to define rich content.
"It's kind of a blend of users that you should be following that have been on the app for a long time, and users that you should start following because they joined the app, and they have really rich content," Bowen said.
According to Ippolito, the app is organized per moment.
For example, if a user goes to the beach all day, they can upload their photos, videos and sound images in one clip and continue to add to it throughout the day.
"You can constantly go back to your beach day and keep adding unlimitedly," Ippolito said. "If you decide that you want to organize it a little bit differently and capture, 'ok, well now I'm actually heading to a boat, and I'm doing a little boat trip on top of the beach day,' you can categorize that and then change that to a completely different moment. Then you can add specifically what you want regarding the beach day versus the boat day in two separate categories, or keep it all together."
Castineiras said Instagram is a terrific app if all users are doing is communicating with their friends in a single post.
In terms of function, Castineiras compared Momentage to books and Instagram to dictionaries.
"What I mean by that is you're going to get a much richer experience in observing and experiencing someone's moment versus a single post," Castineiras said.
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