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Popular photo-sharing app Instagram has introduced a new feature that allows users to (finally) tag friends in photos.

Named Photos of You, the feature goes beyond just friends, allowing brands and items with Instagram accounts to be tagged. Those worried that those embarrassing photos from last night will automatically be added to your own profile need not worry as you’re given the choice of whether you want the photo to be added to your own profile (and thus viewed by your followers and potentially more people).

The feature will undoubtedly prove useful especially for brands, as now they won’t have to ask users to hashtag certain things to enter competitions, instead directly tagging the brand.

Version 3.5 of the app is available now for iOS and Android devices, and for a closer look you can check out the introduction video below.