Netflix may have frowned on password sharing, but the streaming giant is now embracing clip sharing as it launches a new branding campaign.

Netflix says it’s launching a new product feature Monday called “Moments” that will let users quickly save their favorite moments from Netflix shows and movies. Users can re-watch those moments at a glance or share them on platforms like Instagram, Snapchat and Facebook with just one click.

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When a user shares a clip on another platform, anyone watching can click on their post and be instantly taken to that scene in their own Netflix app.

Moments is designed for mobile devices and is available today on Apple iOS, with Android to follow in the next few weeks. Users who want to save a scene can click “moments” at the bottom of the screen and it will be saved to my Netflix tab. Users can go back to watch the moment whenever they want, and if they restart an episode, it will start from that scene.

But perhaps the most notable feature of Moments is the ability to quickly and seamlessly share that scene with other social platforms. It’s a move meant to encourage discussion and conversation about Netflix shows, to turbocharge water cooler discussions.

The Moments feature also comes as Netflix launches a new branded ad campaign called “It’s So Good.” The campaign hews to Netflix’s pop culture moments, featuring appearances by Cardi B, Simone Biles and Giancarlo Esposito, each sharing their own favorite scenes from the Netflix shows.

You can watch the original spot below.

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