Remember that time long ago when mobile apps were really good at one thing? Cool, wasn’t it.
Well, Instagram’s latest attempt to be everything to everyone will involve live video streaming.
Not content with knocking off Snapchat Stories without even bothering to change the name, Instagram is now going after the must-have feature of 2016.
He said: "Live is really exciting for us. I think it can enhance what we’re doing.
"If I’m trying to strengthen relationships with someone I love, them streaming video to me live would be an amazing way to be closer to them."
The company will be competing with Facebook Live (although very loosely considering they’re one and the same), Twitter’s Periscope and YouTube Live.
Systrom didn’t reveal exactly when live streaming will be added to the app, but we can probably expect it towards the end of the year.
Instagram has been shaking things up of late with its impermanent Stories, which have attracted 100m users every day since it's launch in August.
The company has also controversially altered its algorithms so that posts are no longer shown in chronological order.
Earlier this year the company boosted the length of videos from 15 seconds to one minutes. Will there be a limit on live broadcasts? We'll need to wait and see.
Are you happy with the recent changes to Instagram or were you happier when it was simply square, filtered photos? Share your thoughts below.
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