Instagram has introduced a new feature called Instants, drawing clear inspiration from Snapchat. The update allows users to share photos that disappear within 24 hours and can be viewed only once, promoting a more spontaneous sharing experience.
Unlike regular posts or Stories, Instants must be captured in real time using the in app camera. Users cannot upload images from their gallery. Editing options are limited, with only basic text features available within the format.
The feature is currently being tested in select markets such as Spain and Italy. It can be accessed within the Instagram app or through a separate standalone application, indicating a broader rollout strategy by the platform.
This move follows Instagram’s pattern of adopting features from competitors. Earlier, formats like Stories and Reels were introduced after gaining popularity on other platforms. Apps like BeReal and Locket have already made this style of sharing popular.
Many observers see Instants as a strategic response rather than a completely new idea. Instagram continues to evolve its platform with features such as editable comments and improved safety tools for younger users, aiming to offer better control.
Despite its large user base, it remains uncertain whether Instants can compete with Snapchat. The latter still dominates private and spontaneous sharing. While Instants may gain attention, replacing Snapchat’s core appeal could be difficult.
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