Last week, Instagram CEO Adam Mosseri said the network is no longer a photo-sharing app. So what is it? Simple: an entertainment and branding platform, just like TV used to be.

Recent changes at Instagram have shown a significant shift from a simple photo-sharing site. In reality, Instagram has been about much more than just duckface selfies and breakfast photos for years. Fashion professionals use it to communicate, brands use it to sell, and influencers use it to make a living. But now, Instagram seems to be consolidating these changes and admitting the truth.

“Thinking of Instagram as a place to post photos is one thing, but thinking of it as a powerful algorithm that uses your data and is smart and subtle enough to influence your behavior is quite another,” Mark Coster of the education technology website Stem Geek told Lifewire via email.

Last week, Mosseri tweeted a video in which he essentially said that Instagram is going to go head-to-head with TikTok. Mosseri outlined the platform’s priorities for the year ahead. “At Instagram, we’re always trying to build new features that help you get the most out of your experience. Right now, we’re focused on four key areas: creators, video, shopping, and messaging.”