Instagram has rolled out a new global feature called “Instants,” designed to facilitate authentic, ephemeral photo sharing among users. Following a period of testing with a select group, this addition allows individuals to share temporary images with their close friends or mutual followers. These photos are viewable only once by recipients and automatically disappear after 24 hours. The concept draws inspiration from popular social platforms like Snapchat, Locket, and BeReal, emphasizing spontaneous and unpolished content.

In contrast to Instagram’s traditional focus on curated and highly edited content, “Instants” encourages candid, real-time snapshots. Users must capture photos directly using Instagram’s in-app camera, with no options for editing the image or uploading from their device’s camera roll. While text can be added to these “instants,” further modifications are prohibited, reinforcing Meta’s stated goal of promoting genuine, in-the-moment sharing. Interestingly, Meta is also exploring the “Instants” format as a standalone application, currently undergoing trials in specific regions such as Spain and Italy.

Accessing “Instants” is straightforward, requiring users to tap a mini photo stack located in the bottom right corner of their Instagram inbox. Once an Instant is shared, recipients have the ability to react with emojis, reply directly, or send an Instant back. Meta has implemented measures to prevent recipients from screenshotting or recording shared Instants, aiming to maintain the ephemeral nature of the content. For the sender, shared Instants are stored in a private archive accessible for up to one year, with the option to compile these archived moments into a recap for posting on Instagram Stories. Should a user accidentally share an Instant, an “undo” button allows for its deletion from the archive, effectively unsending it to any friends who have not yet viewed it. Users also have control over receiving Instants, with options to temporarily pause incoming messages by swiping right on the Instants pile in their inbox, or to block or mute specific individuals.

This new feature signals a potential strategic pivot for Instagram, which originally fostered personal sharing but has increasingly become saturated with influencer content and advertisements. “Instants” appears to be an effort to re-emphasize casual, private interactions and photo sharing among close social circles. However, the platform might be entering the low-pressure, authentic sharing trend at a challenging time. Competitors like BeReal have seen their initial surge in popularity wane, and many Instagram users already rely on existing features like Instagram Stories for quick, informal updates, potentially questioning the necessity of a distinct new feature or a separate app for this purpose.