Vimeo is investing again with the acquisition of Cameo, a 'shoot and edit' mobile app for your iPhone that's less than six months old. Cameo, which only launched in October 2013, lets budding videographers shoot 6 second videos and then edit them using the built-in effects such as title cards, video overlays, and custom fonts. The acquisition follows the industry trend for snapping up mobile video apps; Twitter brought Vine on board, YouTube has Capture, and Facebook hooked up with Instagram
What is Cameo and Why Should We Care?
Cameo is built for sharing, as well as shooting video so you can invite your friends to shoot along with you using either Facebook or by sharing your location. Any clip you or your friends shoot will be shared in each other’s feeds and can be used in your own Cameo. If you end up using your friend’s content in your Cameo, they will get a credit in your video!
Clips are limited to 6 seconds and come with a default soundtrack, although you can select one of their featured soundtracks or from your MP3 library. The app includes a range of visual-effects themes based on music video and classic films, and you can also add a caption, trim the clip, or turn the audio of the clip on or off. Here's a quick overview of its capabilities:
What Do We Think about the Aquisition?
Even with its attractive themes and cloud-powered features, Cameo's success ultimately depends on users wanting to both make, and edit, movies on a regular basis. Even when you’ve made shooting and editing simple, not everyone is up for making a movie - which by even the lowest expectation must be 2 minutes long. So I guess its a good fit for Vimeo, where the highest density of aspiring movie makers still seem to congregate.
We must presume that Vimeo have done some research within their demographic and the majority own an i-Phone. Cameo does not have an Android app, and you'd hope that potential Cameo users don't prefer to simply cut their videos on i-Movie.
Anyway, Cameo appeared in Apple’s App Store last fall, and earned the “Best of 2013” app award, so it's a very quick success story. The developers, Fast Society have been around for a while and used to be in the group messaging vertical, but came out of that back in 2011.
Vimeo CEO Kerry Trainor hasn't revealed any financial details of the acquisition, but he did say that Cameo will remain a standalone app, just like Echograph, the GIF-making app purchased by Vimeo a year ago.
“This is a case where the product itself is really great, and we’re really excited about it,” he said. “We are absolutely going to be building on it.”