Instagram co-founder Kevin Systrom today took to the stage to unveil the company’s new private image/ video-sharing feature – Instagram Direct, which allows Instagram users to share images or videos privately with up to 15 people.

“There are moments in our lives that we want to share, but that will be the most relevant only to a smaller group of people—an inside joke between friends captured on the go, a special family moment or even just one more photo of your new puppy. Instagram Direct helps you share these moments,” Instagram team writes in a blog post.

The company has just released the updated version of its Instagram Android app with built-in support for Instagram Direct. Using Direct is fairly simple as Instagram now lets you choose between followers or select contacts at the time of sharing an image or video.

“When you open Instagram, you’ll now see a new icon in the top right corner of your home feed. Tap it to open your inbox where you’ll see photos and videos that people have sent to you. To send a photo or video to specific people, tap the camera button to enter the same simple photo or video capture and editing screens. At the top of the share screen, you’ll see the option to share with your followers (“Followers”) or to send to specific people (“Direct”). To send using Direct, tap the names of the people you want to send your photo or video to, write your caption, tap “send” and you’re done, Instagram team explains.

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