Not every news cycle adds clarity. This piece on instagram’s new instants app is basically snapchat all over again aims to do exactly that: cut the noise, share the core facts, and offer a balanced read of the implications for individuals and small businesses.
Instagram is once again going back to its roots, or at least, borrowing heavily from someone else’s playbook. Because this time, it’s not just a feature. It’s a whole new app. Instagram has started testing a new standalone app called Instants, focused entirely on sharing disappearing photos and short videos with friends.
What is Instagram’s new Instants app?
The concept is simple. You open the app, take a photo or short clip, and send it instantly. No filters, no heavy edits, no overthinking. The content can only be viewed once and disappears, or expires after 24 hours if unopened. The app is currently being tested in select regions like Spain and Italy, which suggests this is still very much an experiment rather than a full global rollout.
on positioning, Instants feels like a mix of Snapchat, BeReal, and even Instagram’s own older experiments with disappearing content. But this time, it is packaged as a dedicated experience instead of being buried inside DMs.
Why is Instagram launching yet another app?
If this feels familiar, that is because it is. Instagram has a long history of borrowing ideas from competitors and turning them into mainstream features. Stories and Reels are the obvious examples, and now Instants feels like the next step in that same playbook.
The bigger shift here is behavioral. Social media is moving away from polished, public posts toward private, low-pressure sharing between close friends. Instants is clearly built for that. It strips things down to just the camera and the moment, removing the pressure to curate or edit. It also limits who you can share with. Content is typically restricted to mutual followers or close friends, which keeps the experience more personal and less performative.
This clearly feels like Instagram taking another shot at Snapchat’s core idea. Disappearing photos, one-time viewing, and instant sharing are all straight from that playbook. The twist is in how it is being tested. Instead of adding it inside Instagram, Meta is trying a separate, stripped-down app. It is less about replacing Instagram and more about exploring new behavior, even if past standalone apps have not always worked.
