Instagram launches Instants feature blending Snapchat and BeReal mechanics

Instagram has introduced a new feature called Instants that enables users to share ephemeral photos with their Close Friends or mutual followers. The photos disappear after being viewed once and vanish entirely within 24 hours, combining disappearing content mechanics similar to Snapchat with the one-time viewing model popularized by BeReal.

Meta-owned Instagram has rolled out a new feature called Instants designed to give users more control over temporary photo sharing. The feature allows users to distribute disappearing images either to their designated Close Friends list or to mutual followers, combining privacy controls with time-limited content visibility.

The mechanics of Instants mirror popular competing platforms. Photos shared through the feature can be viewed only once by recipients, similar to Snapchat's core functionality. Additionally, all shared content automatically deletes from the platform after 24 hours, creating a window of temporary availability that aligns with the content model that made BeReal popular among younger users seeking authentic, undocumented moments.

This addition represents Instagram's continued effort to retain users by incorporating features from competing social platforms. The company has previously introduced similar temporary content options, including Stories and Reels, but Instants specifically targets the niche of ephemeral, one-time-view content that appeals to users prioritizing privacy and spontaneity over permanent digital records.

The feature roll-out appears to be a strategic response to competition from Snapchat, which has long dominated the disappearing photo space, and BeReal, which gained significant traction among Gen Z users seeking less curated social experiences. By integrating these mechanics into its existing platform, Instagram aims to provide users with more sophisticated sharing options without requiring them to switch between multiple applications.