Instants: Snapchat Killer Drops Soon
Discover Instagram's Instants: Meta's Snapchat killer for vanishing photos.
Feb 10, 2026 (Updated Mar 23, 2026) - Written by Lorenzo Pellegrini
Snapchat is a registered trademark of Snap Inc., used here for illustrative purposes only and without any affiliation.
The SEO Cheat Code: Steal Your Competitors' Best Content Ideas
Manually browsing social networks for hours won't tell you what's actually trending today. Let our Trend Aggregator fetch real-time web insights via Perplexity Sonar to optimize your content strategy instantly.
Instagram's New Instants App: A Snapchat Rival in the Works
Instagram is quietly developing a standalone app called Instants, designed to challenge Snapchat with its focus on disappearing photos and videos. This internal prototype signals Meta's latest push into ephemeral messaging, potentially reshaping private sharing on its platforms.
What is the Instants App?
The Instants app is an internal prototype from Meta, centered on sending photos and videos that vanish after viewing. Users can set timers from 1 to 10 seconds or choose no limit, mirroring Snapchat's core snap functionality. A Meta spokesperson confirmed it is not yet available for external testing, keeping development strictly in-house.
Instagram's History of Snapchat Inspiration
Meta has long drawn from Snapchat's playbook. Instagram Stories directly copied Snapchat's Stories feature, while recent additions like social maps echo Snap Map. Head of Instagram Adam Mosseri has noted a shift toward private sharing in direct messages, aligning with Instants' emphasis on temporary content.
Existing Instagram tools like View Once and Vanish Mode already offer disappearing media, but Instants aims for stricter, faster photo sharing with precise time limits.
Current Status and Testing Details
Instants remains in prototype stage as a standalone app. Separately, Instagram is testing an Instant feature within its direct messages, available to select users in limited regions. Previously spotted as "Shots," this integration brings quick, temporary sharing directly into the main app.
- Standalone Instants: Internal prototype only, no public rollout.
- Instagram DM Instant: Limited testing in select countries.
- No official confirmation from Meta on wider release.
Why Meta is Betting on Ephemeral Apps Again
Meta has launched other standalone apps like Threads and Edits, showing comfort with dedicated experiences. As users crave private, nostalgic communication reminiscent of Snapchat's 2016 heyday, Instants fits this trend. It could enhance how people share intimate moments across Meta's ecosystem.
Conclusion
Instants represents Instagram's bold move to capture Snapchat's ephemeral magic in a dedicated app. While still early, its development underscores Meta's focus on private, fleeting interactions that keep users engaged.
If launched, Instants could redefine temporary sharing, blending Instagram's vast user base with Snapchat-style simplicity for a fresh social experience.
Meta's relentless Snapchat mimicry with Instants isn't innovation, it's a desperate hedge against AR glasses like Orion, where true ephemeral sharing will demand hardware-native speed that software apps alone can't match.
What happened to the "Shots" feature I saw in my DMs?