Instagram tests new Instants app for ephemeral photo sharing

Instagram confirmed on Thursday that it is testing a new standalone image-sharing application called Instants. The test is currently limited to users in Spain and Italy. The application focuses on casual, unedited photos, representing a shift away from the highly curated and polished content that typically populates the main Instagram platform.

With Instants, the user experience is built around ephemeral content. Photos shared through the application can be viewed only once and remain available for 24 hours. To enforce authenticity, the app does not allow users to upload images from their camera rolls. Instead, users must capture and share content using the in-app camera. While users can add text to these unedited photos, which are referred to as “instants,” they cannot modify or edit the images any further.

The launch of the standalone app is a direct response to the popularity of platforms that prioritize real-time, authentic sharing. Instagram is positioning Instants against competitors such as Snapchat, Locket, and BeReal. According to a spokesperson for the company, the goal is to offer a more relaxed environment for user interaction. “To give people low-pressure ways to connect with friends, we’re testing an app called Instants to share casual photos and videos in the moment,” the spokesperson said. Users can choose to share their photos with either their mutual followers or their Close Friends list, which remains identical across both the standard Instagram and Instants applications. The app is currently available on both iOS and Android devices.

This strategic pivot represents an attempt by Instagram to return to its original product identity, which focused on simple, direct photo sharing among friends before the main platform became heavily commercialized with advertisements and influencer content. However, Instagram may be a bit late to capitalize on the trend of low-pressure, unfiltered photo sharing. Competitors like BeReal have already seen their initial surge in popularity decline, and many users already rely on Instagram Stories—the platform’s existing ephemeral sharing feature—for quick, casual updates, potentially reducing the demand for a separate, standalone application.

Why it matters

Instagram is attempting to recapture its original, casual social roots by separating ephemeral, low-stakes sharing from its increasingly polished and ad-heavy main platform.