Instagram Launches Ephemeral 'Instants'

Instagram is rolling out 'Instants,' a new feature for sharing ephemeral photos that cannot be edited, mirroring functionalities seen in apps like Snapchat and BeReal. This launch aims to capture more casual and authentic daily moments from users.

Instants are accessible globally through the Instagram app's direct message inbox and are also being tested as a standalone mobile application in select countries. Upon sharing, friends can react with emojis and reply via direct messages, but the photos vanish for the recipient after viewing.

These ephemeral photos will disappear for everyone after 24 hours and cannot be captured through screenshots or screen recordings. However, users can access an archive of their Instants for up to a year, with the option to reshare them to their Stories. The ability to undo sending or delete from the archive is also available.

The accompanying Instants app, currently in testing, offers immediate camera access and requires only an Instagram account for use. Instagram reports that people are using Instants to share more candid moments, a behavior shift from posting to profile grids.