Photo sharing app Instagram has added video functionality as owner Facebook attempts to pitch it against Twitter’s Vine app.

When users select the photo mode within Instagram, they will now see a movie camera icon, which they can tap to film up to 15 seconds of video. The video functionality includes 13 filters built specifically for video.

When users post their videos using the app, they can select their favourite scene from the clip as the cover image in the Instagram feed.

Instagram co-founder Kevin Systrom said in a blog post that the app maker is “still committed to making sure you have control over all of your content” with only the people that can see users’ photos able to see their video clips. Users will also own the videos they post.

The addition of video to Instagram is the latest move by Facebook to compete more directly with alternative social networks. It has also recently added hashtag support, verified pages, and comments with inline photo embedding.