Instagram continues on the push for a more immersive mobile experience, now increasing the app’s personal-social elements through Instagram Direct. Introduced today and available in a free upgrade, Instagram Direct allows users to send photos and videos to select friends, as opposed to their entire audience. Users might find this private messaging function strikingly similar to another app – Snapchat – although Instagram Direct will store photos until they are deleted. What’s more, users will be able to send photos to up to 15 people at a time – including people you don’t follow. Only time will tell if Instagram Direct will turn into the new version of Twitter’s Direct Messaging platform for one-on-one interactions. Enjoy Instagram’s video above, and be sure to download the update – available now.