Photo sharing (and filtering) giant Instagram announced Thursday that the social media community is adding the ability for users to record and upload video.
With the new feature, users can capture up to 15 seconds of moving Instagrams or video -- nearly three times more than competitor, Vine, which can handle up to six seconds.
Thirteen new filters were also added specifically for the video feature, Instagram said on its website.
In accordance with Instagram's photo policy, users will have control and ownership of all their video content, the company said.
This means the war is on between the Facebook-owned Instagram and Twitter-owned Vine, and social media has been weighing in over the course of the day. For the most part, the Twitter community is assuming the death of the Twitter subsidiary. #Irony.
Here's Instagram's announcement video, which also ironically is significantly longer than 15 seconds.