At an event in New York City today, Instagram announced Instagram Direct, a new feature that allows users to share private photos and videos with their friends and loved ones. It will be baked into the existing Instagram app for Android and iOS with an update that’s rolling out today.

Twitter has already removed the option that allowed users to receive direct messages from people they don’t follow, just over one month after the feature was introduced. This means that even if you opted in to accept DMs from anyone, you’ll have to go back to following people who you want to communicate privately with.

Google apparently hired a few hipsters to create their latest commercial spot for the Nexus 7 and while it briefly saw time on YouTube, it was quickly set to private. Why would Google need to pull a commercial ad? Well, we’re sure it was voluntary, and most likely has to do with the fact that the commercial depicts a group of artsy hipsters frolicking through a mock aquarium on the rooftop of their New York apartment. Talk about bad timing.