There was much to parse in Kanye West’s series of Instagram posts on Thursday in which he called out Drake, Nick Cannon, and Tyson Beckford for publicly discussing—in various formats—his wife, Kim Kardashian.

It was the message in West's four video posts that drove discussion yesterday, but it is also interesting to examine the medium. Rather than post a string of 20 tweets as he has done in the past—or take a page from other celebrities and post a screenshot of a Notes app —he decided to record videos of himself instead. And while many artists have “vlogged” their responses to controversies, or weighed in with general musings in video-selfie form, most do so in their Stories. That West decided to post each video as its own post is a departure from the norm. (There is something sort of endearing about the way in which West’s serious monologuing is interrupted by a train going by overhead, or clipped by the confines of the Instagram app, which doesn’t allow for videos longer than a minute to go up as posts.)

Cannon responded in West’s chosen format, posting a video response that has received more than 375,000 views since it was posted (each of West’s posts has been viewed more than a million times). “I guess this is the way we communicate now in 2018, via social media,” Cannon begins, before launching into his response.

Is West’s “pivot to video” going to have reverberations throughout the greater celebrity community? Probably not. West seems to like to mix things up and keep us guessing in terms of his platform. He’ll tweet incessantly for days only to shut his account down for the next year. He’ll live-stream. He’ll tweet screenshots of text-message exchanges. He’ll show up on TMZ Live! It’s always tough to predict exactly where and when we’ll hear from him—which is of course a central part of his appeal. But for now—or for yesterday, at least—it’s video. Perhaps he was partly inspired by a person he has spoken about quite a bit recently, who has also received attention for a recent video pivot: the president.