Instagram has launched a new standalone app called Instants in Italy and Spain, positioning it as a low-pressure alternative for sharing ephemeral photos and videos with close friends. The app, which went live this week, allows users to send disappearing content that can be viewed only once and remains accessible for up to 24 hours before vanishing. Designed to encourage authenticity, Instants limits editing capabilities while permitting basic text overlays on media captured through its in-app camera.
The move echoes earlier attempts by Meta to integrate Snapchat-like features into its ecosystem, including the now-rebranded “Shots” function within Instagram Direct. According to The Verge, Instants borrows concepts from platforms such as Snapchat, BeReal, and Locket, focusing on unfiltered, real-time sharing without the pressure of curated feeds. An Instagram spokesperson told Business Insider that the app aims to “give people low-pressure ways to connect with friends,” emphasizing spontaneous interaction over polished presentation.
Available on both iOS and Android, Instants restricts sharing to mutual followers and close friends lists, reinforcing its intimate, friend-centric approach. Unlike main Instagram, the app does not currently support desktop access, and Meta has not announced plans for a broader rollout beyond Italy and Spain or a timeline for expansion to other regions, including the United States. The launch comes amid ongoing user demand for simpler, more private ways to share moments without the algorithmic performance metrics associated with the primary platform.
Instants represents Meta’s latest effort to compete in the ephemeral messaging space dominated by Snapchat, which pioneered disappearing content in 2011. While Instagram has previously experimented with similar formats—such as Fleets (a now-discontinued Stories clone) and temporary Direct messages—the dedicated app format signals a renewed focus on isolating these features from the main feed’s complexity. By limiting functionality to core photo and video sharing with minimal editing tools, Instants seeks to reduce cognitive load and foster more genuine interactions.
The app’s tagline, “real life, real quick,” underscores its alignment with trends favoring authenticity over aesthetics, a shift reflected in the rising popularity of platforms like BeReal, which prompts users to share unedited photos at random times each day. However, unlike BeReal’s timed notifications, Instants gives users full control over when to capture and send content, blending spontaneity with user agency. Text can be added to images and videos, but filters, stickers, and advanced editing tools are intentionally absent to preserve the raw, unaltered nature of the shared moments.
Meta has not disclosed user adoption metrics for Instants since its launch, nor has it confirmed whether the app will remain a permanent fixture or evolve based on regional feedback. For now, the company is treating the release as a test in select European markets, consistent with its strategy of piloting new features in smaller regions before considering global expansion. Users interested in trying Instants can download it from the Apple App Store or Google Play Store, provided they are located in Italy or Spain and have an active Instagram account.
As social media continues to fragment into niche experiences tailored to specific communication styles, Instants reflects a broader industry pivot toward private, ephemeral, and low-stakes sharing. Whether it will gain traction beyond its initial test markets remains uncertain, but its launch highlights Meta’s ongoing effort to adapt to evolving user preferences for more intimate and less performative digital interactions.