Facebook Inc., operator of the largest social network, is adding video to its Instagram photo-sharing service, challenging more established offerings by Twitter Inc. and Google Inc.’s YouTube.

The new feature lets users capture, upload and share clips as long as 15 seconds, Facebook said at an event Thursday at its headquarters in Menlo Park, California. The service includes features brought over from Instagram such as filters, Kevin Systrom, Instagram’s co-founder, said at the event.

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Instagram, acquired last year for more than $700 million, is looking for new ways to draw members who use mobile devices to connect with friends. The video tool will vie with Twitter’s Vine, an application that lets users share brief video clips and ranks among the most popular applications for Apple Inc.’s iPhone. Facebook Chief Executive Officer Mark Zuckerberg is adding products and services in a push to step up sales growth.

“We need to do to video what we did to photos,” Systrom said.