Meta is reportedly developing Instants, a feature or app focused on disappearing photos and videos. The concept closely follows Snapchat’s core ephemeral messaging model.
Instants may launch as an Instagram feature or a standalone app.
Meta aims to reconnect with younger users through private, casual visual sharing.
With the increasing use of online platforms, digital privacy and security are the two major concerns of most users. In the last few years, ephemeral content has reshaped how people communicate online. Online interactions today are often shaped by scams and harmful activities. Platforms built around disappearing photos and videos offer a safer alternative. They promote spontaneity, privacy, and authenticity, which Gen Z users value.
Snapchat defined the model, and now Meta is trying to adapt the same feature across its messaging platforms, including Instagram, Facebook, and Messenger. According to various reports, the tech giant is testing a more focused approach and building a standalone app or feature called Instants. This new add-on will be based on the concept of vanishing photos and videos. The move shows Meta’s effort to reclaim youth engagement amid growing competition from Snapchat and TikTok.
Instants is reportedly Meta’s latest push into Snapchat’s user base. It’s still unclear whether it will be a standalone application or a feature added to Instagram, Facebook, and WhatsApp. However, Instants appears to prioritize temporary content over permanence. Early details suggest users can send photos and videos that disappear after being viewed or automatically expire within 24 hours.
This feature may replace or change Instagram’s ‘Shots’ experiment and is expected to be limited to mutual followers. The photos or videos can’t be edited from the receiver’s end, offering an unfiltered, in-the-moment sharing experience.
A Meta spokesperson, while speaking to Business Insider, has confirmed the existence of the project. He stated that Instants “exists internally and is not being tested publicly yet.” This suggests that Meta is still experimenting with how the concept fits on Instagram, or that it needs a standalone application to launch.
To be precise, Instants is based on Meta’s existing ephemeral tools such as Vanish Mode, View Once media, and Stories. However, it may launch as a primary app and not as a secondary add-on.
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Snapchat’s success lies in its ability to make online interactions feel private, casual, and low-pressure. On Snapchat, messages disappear after a certain time, and mistakes don’t stay forever, which makes people feel safe about the platform.
Meta seems to have borrowed from this playbook. Instagram Stories disappear after 24 hours; in some cases, messages also disappear after a certain time. Additionally, Instagram has a ‘Close Friends’ feature for sharing posts and stories. These are all features introduced with Snapchat’s original version.
Industry analysts note that Meta’s willingness to experiment with a standalone app suggests the company believes a simple Instagram feature won’t be enough. Instants represents a more deliberate attempt to recreate Snapchat’s emotional appeal rather than just its mechanics.
Winning Gen Z loyalty has become Meta's toughest challenge. Instagram's audience is not young, and on Facebook, the situation is much the same. On the contrary, TikTok and Snapchat continue to attract young users who prefer trend-based and privacy-first
Meta leadership has emphasized the importance of “friend-centric” communication. In earlier statements, company officials said they were “exploring thoughtful ways to help people share moments with close friends.” Now, the concept of Instants fits directly with the organization's plans for its audiences, with strong security, a privacy policy, and real-time sharing.
However, popularity can’t be gained overnight. Imitating Snapchat may or may not attract young users. Gaining trust takes time, and once young users spot a feature as copied, it may backfire as well.
Also Read: Instagram Refutes Data Breach Claims, Confirms User Accounts Remain Safe
Meta’s Instants project appears to be a clear indication that ephemeral communication is central to the future of social media. By adopting the disappearing photos feature, Meta is once again betting on a proven Snapchat formula to regain relevance among younger users.
However, no matter how Instants launches, whether as a standalone app or as an Instagram feature, the success depends on execution and differentiation. If Meta brings familiarity with innovation, Instants will bring a wave of Gen Z users to it. Otherwise, the company risks a grand failure from replicating without vision.
1. Which platforms will Meta’s Instants feature include?
Ans: Instants is expected to support disappearing photos and short videos that disappear after viewing or within 24 hours. Specific additional features have not been officially confirmed.
2. Is Instants a standalone app or part of Instagram?
Ans: Meta is reportedly testing Instants internally. It might launch as a standalone app or be integrated into Instagram’s messaging features, but no public rollout has been announced yet.
3. How is Instants different from Instagram’s View Once or Vanish Mode?
Ans: Unlike View Once and Vanish Mode, which are optional messaging features, Instants is expected to be a dedicated ephemeral-sharing experience built around disappearing media.
4. Why is Meta building a Snapchat-like app?
Ans: Meta is responding to changing user preferences and the ongoing popularity of Snapchat’s private, ephemeral communication style, especially among younger audiences who value authenticity and privacy.
5. Will Instants replace any existing Meta feature?
Ans: There’s no official word yet, but reports suggest Instants could replace or evolve earlier disappearing-photo experiments, such as “Shots,” on Instagram.