New Delhi: Social media platform Instagram has globally launched a new feature called “Instants”, aimed at enabling users to share unedited, real-time photos with close friends or mutual followers. The feature was earlier tested with a limited user base before its wider rollout.
The new format allows users to capture and share photos that disappear after being viewed once and remain accessible for 24 hours. The feature is designed to promote more authentic and spontaneous content sharing, moving away from heavily edited and curated posts.
Inspired by Snapchat and BeReal-style sharing
With this update, Instagram, owned by Meta Platforms, appears to be adopting elements popularised by platforms such as Snapchat, Locket, and BeReal, which focus on unfiltered, in-the-moment interactions.
The feature encourages users to share everyday moments without editing or using images from the phone gallery, reinforcing a shift towards more natural digital expression.
How the ‘Instants’ feature works
Users can capture an Instant directly using Instagram’s in-app camera. The feature does not allow photo editing or uploading pre-existing images. Text can be added, but no additional modifications are permitted.
To send an Instant, users tap the small photo stack icon in the bottom-right corner of the Instagram inbox. Once sent, recipients can view the image once, react using emojis, reply, or respond with their own Instant.
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Meta has also stated that recipients cannot screenshot or record Instants, aiming to enhance privacy and temporary sharing.
Storage, privacy and controls
Shared Instants are stored in a private archive for up to one year. Users can also compile selected Instants into a recap and share them via Instagram Stories. In case of accidental sharing, an undo option is available before the recipient opens the image.
Users who do not wish to receive Instants can pause or mute the feature for specific contacts or disable incoming messages from selected users.
Global rollout and industry competition
Meta is also reportedly testing Instants as a standalone application in select regions, including Spain and Italy. However, analysts suggest Instagram may face challenges, as similar features already exist in platforms like BeReal, which popularised low-pressure photo sharing but has seen declining engagement in recent times.
Additionally, Instagram Stories already offers casual sharing options, raising questions about whether Instants will significantly change user behaviour or engagement patterns on the platform.
The rollout reflects Instagram’s continued efforts to evolve its content-sharing experience in a highly competitive social media landscape.