Popular photo sharing service Instagram launched another useful feature for users on Tuesday, with the ability to embed photos and videos.

A share button will appear on the photo or video’s right side, producing an HTML code for the user to copy. From there, it can be pasted into their blog post, website, article, or any combination of the three, and then will appear once published.

“Today, we’re excited to introduce web embedding for Instagram content and bring you an easy way to add Instagram photos and videos to the stories you want to tell,” a post on the Instagram blog said. “Whether you want to embed your video on your blog or a friend wants to feature your photo on a website, everyone will clearly see that your content belongs to you.”

As helpful as embedding photos and videos promises to be, there is one catch: embedding is only available on the desktop version of the service. Users with private settings also do not have the ability to embed their photos and videos.

The ability to embed is another answer to the surging rivalry between Instagram and Vine, which began to enable embedding back in March. Embedding comes three weeks after the much-hyped launch of Instagram’s video sharing.

Here is an example of embedding, courtesy of Bad Rhino’s Instagram page (@badrhinoinc).