Instagram creator Kevin Systrom is unveiling video for Instagram literally as I write this and Lululemon is already using it for marketing.

This is how Facebook starts to recoup that billion dollar price tag. Maybe. Of course, this is only an annoyance if you're choosing to "follow" companies on Instagram in the first place. For now—it's easy to imagine inspirational yoga pants clips being stuck into your feed, a la Facebook.

Update: Looks like Lulu wasn't the only brave brand to get early access:

Appears that @Burberry also had early access to Instagram video - As did @charitywater -

— Lauren Indvik (@laureni) June 20, 2013