Jul 11, 2013 02:37 PM EDT By Russell Westerholm, UniversityHerald Reporter

Instagram has added a new feature that will further help it compete with Twitter's Vine application: web sharing.

A month after Facebook announced Instagram's video recording feature, users will now be able to do what was previously exclusive to Vine users. Instagram will now allow users to embed photos and videos onto web pages.

According to Los Angeles Times, Instagram had listened to numerous pleas for the feature before they finally installed it. Starting Wednesday, a "share" button will now appear with photos and videos when a user clicks on the link on a web page. The button will show an embed code, making it easy to incorporate Instagram's media into a web page.

The creator of the photo or video does not have to be the one to embed the media; any post can be embedded by anyone. However, the username of the creator will be displayed with each post. The embed code will also only be available for public photos and videos.

For example, "a sports publication can take you behind the scenes at a game with videos or photos from the athletes," "a news organization can provide a real-time view into a breaking news event," or "a magazine can bring their readers behind the scenes at a fashion show or Hollywood event," Instagram spokeswoman Tiffany Testo told PC Magazine in an e-mail.

Instagram, owned by Facebook, has 130 million active users monthly, according to CEO and co-founder Kevin Systrom. Vine, owned by Twitter, offered web embedding since its launch in March. Vine allows users to record six-second videos, while Instagram videos can last anywhere from three to 15 seconds and offers in-app editing, custom filters and image stabilization. Those features are not available for Vine, which just underwent an upgrade recently.

Twitter has dominated the world of real-time news updates, but now it appears Instagram is ready to compete.

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