Instagram Develops ‘Instants,’ a New Rival to Snapchat

Instagram is currently developing a new app called “Instants,” which aims to rival Snapchat by allowing users to send disappearing photos. This internal prototype is being tested within Meta and is not yet available to the public, according to a spokesperson for the company.

The concept of Instants is not entirely new for Instagram. Screenshots shared by mobile developer Alessandro Paluzzi, known for reverse engineering apps, reveal that the app will enable users to “share disappearing photos with friends.” A Meta spokesperson confirmed that the app is still in the testing phase and has not been rolled out externally.

Reviving Nostalgia for Disappearing Content

The development of Instants comes at a time when social media users are reminiscing about earlier platforms, particularly the year 2016, which saw significant innovations in social media. It appears that Meta is aiming to revive some of the features that made that era memorable. The new app is designed to allow users to send photos that disappear once viewed, echoing the original premise that made Snapchat popular.

Previously, Instagram had tested a similar feature called “Shots,” which was later renamed Instants. This feature allowed users to send disappearing photos directly within their messaging inbox. According to Instagram’s Help Center, these messages expire after 24 hours and can only be sent to followers who also follow the sender back. Importantly, the photos cannot be edited once sent.

Instagram’s Ongoing Competition with Snapchat

This isn’t the first time Instagram has introduced disappearing messaging features. In 2016, the platform launched tools for disappearing text and photos, followed by the introduction of “Vanish Mode” in 2020. Vanish Mode allows users to send messages that disappear after being viewed, activated by a simple swipe up in the direct messaging thread. These features remain integrated within Instagram, but Instants represents a new approach to sharing temporary content.

Meta’s efforts to develop stand-alone apps are not surprising, given the company’s history of launching various applications, such as Threads, Edits, and Meta AI. The focus on Instants aligns with Meta’s broader strategy to enhance interactions between friends, defined as users who mutually follow each other.

The ongoing competition with Snapchat has influenced Instagram’s design and feature development. The introduction of Stories, a highly successful feature, was a clear imitation of Snapchat’s format. Furthermore, Instagram’s recent launch of a social map feature echoes the functionality of Snapchat’s Snap Map.

The move to create Instants underscores the competitive landscape of social media, where platforms continually adapt and evolve based on user preferences and successful features from their rivals. As Meta works to refine and test Instants, the potential impact on user interaction and engagement remains to be seen.