Instagram launches 'Instants' feature for authentic disappearing photos
Original: Instagram’s new ‘Instants’ feature combines elements from Snapchat and BeReal
Why This Matters
Instagram pivots back to authentic friend-to-friend sharing amid declining BeReal popularity
Instagram globally launched 'Instants', a new feature for sharing unedited, disappearing photos with Close Friends or mutual followers. Photos can be viewed once and remain available for 24 hours, borrowing elements from Snapchat and BeReal.
Instagram announced the global launch of 'Instants', a feature for sharing authentic, disappearing photos after testing with select users. The feature allows users to share unedited photos captured with Instagram's in-app camera that can be viewed only once and remain available for 24 hours. Users cannot upload from their camera roll or edit images beyond adding text. Recipients can react with emojis and reply but cannot screenshot or record the content. Instagram stores shared Instants in a private archive viewable for up to one year, and users can compile them into Instagram Stories recaps. Meta is also testing Instants as a standalone app in Spain and Italy. The feature represents Instagram's attempt to return to casual, private photo sharing among friends, moving away from influencer content and ads that have dominated the platform.