So long square photos? Instagram adds portrait and landscape options

'It turns out that nearly one in five photos or videos people post aren't in the square format,' admits Facebook subsidiary, with eye on video ads

Instagram built its community of 300 million users around a simple rule: every photo or video that they shared using its app would be square. Now the Facebook subsidiary is ditching that policy.

The app's latest update introduces portrait and landscape options for both photos and videos, in a move that may be aimed at encouraging more brands to run video advertisements on Instagram.