Meta launches Instagram Instants in bid to revive casual photo sharing

Instagram has globally launched a new feature called Instants, designed to facilitate the sharing of authentic, ephemeral photos with Close Friends or mutual followers. The update, which combines functional elements from competitors such as Snapchat, BeReal, and Locket, allows users to capture images using the platform’s in-app camera. These images are viewable only once and remain accessible for 24 hours before disappearing.

The feature imposes strict limitations on content manipulation to encourage real-time sharing. Users are prohibited from uploading images from their device galleries or applying edits after capture, although text overlays are permitted. To maintain the integrity of the ephemeral nature of the content, recipients are blocked from screenshotting or recording the shared images. Meta stated that the format aims to share authentic moments as they occur, contrasting with the curated and polished aesthetic that has come to dominate the platform.

In a move to evaluate the feature’s viability as a distinct product, Meta is currently testing Instants as a standalone application in Spain and Italy. Within the main Instagram app, users can initiate the feature by tapping a mini photo stack located in the bottom right corner of their inbox. Once shared, recipients can respond with emojis, send replies, or return an Instant.

The platform includes several privacy and management tools for users. Shared Instants are stored in a private archive that remains accessible for up to one year, allowing users to compile their history into a recap that can be posted to Instagram Stories. An undo function enables senders to delete an Instant from their archive, effectively unsending it to recipients who have not yet viewed it. Users can also temporarily pause incoming Instants by swiping right on the feature icon or choose to block or mute specific individuals.

This launch marks a strategic pivot for Meta, which has historically shifted Instagram away from casual friend-to-friend sharing towards influencer content and advertising. However, the move faces uncertainty regarding long-term adoption. BeReal has seen a decline in popularity since its peak, and many existing users already utilise Instagram Stories for informal updates, potentially reducing the perceived need for a separate feature or application.