Instagram has just announced that they are now allowing photo and video embeds – something that the service has needed for as long as it’s been around. Now, anyone wishing to embed a photo or video in an article for their blog or website will be able to do so with an automatically generated embed code, now available via a new share button beside Instagram content on the web.

That’s if the photo/video is public, of course. You won’t be able to embed private content. Here’s what the new share button will look like:

Instagram, always weary of appearing to give away content ownership after that whole privacy policy photo-selling debacle, had this to say:

“As always, you own your photos and videos, and we want to make sure that’s understood no matter where your content appears. Whether you want to embed your video on your blog or a friend wants to feature your photo on a website, everyone will clearly see that your content belongs to you. Your embedded photo or video appears with your Instagram username, and clicking on the Instagram logo will take people to your page on Instagram.com where they can discover more of your photos and videos.”

Finally, Instagram allows people to add content to their blogs with ease. No more screencapping. For Instagram, it’s a no-brainer – it spreads their content across the vast reaches of the web.

While it took Instagram years to allow this, Twitter’s Vine enabled video embeds back in March, just two months after launching.