Instants is here! The new standalone app by Instagram just dropped, and it’s exactly what we predicted it would be: disappearing photos meant to be sent in real time. The Snapchat lookalike marks another step in building Meta’s photo sharing super-ecosystem.

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Instants Explained

Instants lets users share disappearing photos that can only be viewed once and remain available for 24 hours. If you don’t check the app for new notifications after 24 hours, photos that were sent to you will no longer be available. If this sounds similar, it’s because it is. The app at its core basically functions the same as Snapchat. It’s currently available in Spain and Italy with plans to roll out to other countries soon.

The app was built to cover the ground that Instagram doesn’t. With Instants, Meta is hoping that in-the-moment photos will be a welcomed, far step from a highly edited and picturesque Instagram grid. In Instants, you capture a photo and add text, but it doesn’t permit camera roll uploads or any further photo editing. Users can also share Instants with mutual friends or your Close Friends list, which carry over from your main Instagram account. 

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From Shots to Instants

Instants is essentially a renamed version of Shots, a feature Meta tested inside Instagram, which was a no-edit, no-filter image sharing option that let users quickly send photos via DMs. The separate app had been in development for several months, with initial references spotted in Instagram’s back code in February. At the time, Meta confirmed it was experimenting with the concept, but there were no concrete plans.

Since its launch, Meta has described Instants as a way to give users a low-pressure way to connect with their friends. We also predicted back in March that Instants’ launch could be connected to the upcoming Meta Orion AR glasses launch. There have been no new updates on Orion’s 2027 release date since then. 

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Instants vs. Snapchat vs. BeReal

The new app draws inspiration from Snapchat, Locket, and BeReal, all of which center on authentic and ephemeral content. There are key functional differences: Snapchat has streaks, filters, and a full camera suite, while Instants intentionally strips all of that away. BeReal has faded from its peak popularity, which raises a fair question: is there still a strong audience for this kind of no-pressure sharing, or has the trend already dropped?

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What This Means for Creators and Brands

Right now, Instants is a consumer-facing product with no obvious brand surface. No ads or sponsored content–but that’s exactly how Instagram Stories started. There’s the early-adopter argument that creators who show up early on new Meta features tend to benefit from the organic reach before the platform’s algorithm gets too crowded. Instants will definitely be a space to watch. If it gains enough traction, a brand-friendly layer is likely not far behind.