On February 7, US startup Qwiki launched an iPhone app, which turns pictures and videos captured on an iPhone into quickly-edited movies for sharing.
Luxury hotel platform Mr & Mrs Smith was an early adopter of Qwiki, launching two videos on the app.
Mr & Mrs Smith almost immediately attracted 1,000 followers on the Qwiki app, which has been downloaded 125,000 times in its first six days, with 27,000 videos created so far, according to TechCrunch.
Here's one of hotel platform's videos, titled "London's Top 5 Boutique Hotels." The video is a mash-up slide show of photos of the hotels, re-purposing content the company already had on its site.
Big travel potential
It's early days, but Qwiki users seem to be primarily using the app to share stories from their vacations.
Travel is second only to fashion as the most popular topic for videos at the moment. But the videos are much more detailed and engaging than Vine, Twitter's mobile service that lets you capture and share six-second looping videos.
Here's an example of a user video uploaded this morning that already has 50 likes: "Why I need to move to Hawaii," set to a soundtrack by James Morrison.
And here's a well produced one about the Vuyani game reserve in South Africa.