Meta has just confirmed that it is testing Instants, a standalone Instagram app designed to share ephemeral photos that can only be viewed once and disappear 24 hours after being posted. The app is already available in Spain and Italy, and promises to change the way we connect with our closest friends on social media.

The concept is extremely simple: no filters, no editing, no posting only what makes you look good. Instants focuses on the real moment, without digital makeup.

How Instants, Instagram's ephemeral photo app, works

Instants' functionality is deliberately minimalist. With a single tap, the user captures a photo directly from the app's built-in camera. There's no option to upload images from the phone's gallery, which completely eliminates any possibility of selecting "the best photo" or retouching it before sharing.

Once captured, the photo—aptly called an "instant"—is instantly shared with the selected contacts. Recipients can only view it once, and the image remains available for a maximum of 24 hours before disappearing forever. While it is possible to add text to the image, any other modifications are completely blocked. Another important feature is that users can choose to share their Instants with their mutual followers or with their Close Friends list—the same lists they already have on Instagram—giving the content a more intimate and personal feel. Instagram wants you to stop posting only perfect content. Behind Instants is a rather honest reflection by Meta on what Instagram has become. Instagram was born as a way to share moments between friends, but over the years it has transformed into a platform dominated by influencers, brands, ads, and hyper-curated content that, let's be honest, often has little to do with real life. With Instants,The company wants to recapture that original essence. An Instagram spokesperson made it clear: “To offer more relaxed ways to connect with friends, we're testing an app called Instants for sharing casual photos and videos in the moment.” The idea is that you don't have to think twice before posting:you take out your phone, tap the screen, and that's it. No pressure, no perfectionism.

This approach isn't new to the industry. Instants clearly draws inspiration from platforms like Snapchat, BeReal, and Locket, all built on the same premise: that spontaneity and authenticity connect more than perfect editing. The difference is that now Instagram, with its entire user base and established ecosystem, is making a strong commitment to this philosophy with a dedicated app.

Did Instants too arrive late to the ephemeral content game?

This is where the story gets a little complicated. Although the idea behind Instants is solid, Instagram might be late to this trend. BeReal, which was the big unfiltered content phenomenon a few years ago, no longer has the prominence it enjoyed at its peak. Furthermore, it's worth considering that Instagram already has Stories, its own ephemeral content tool created as a direct response to Snapchat, which billions of users use every day to share quick moments. The legitimate question is: Does the average user need a separate app to do what they can already do in Stories? For now, Instants is in the testing phase, and the company has confirmed that it is evaluating multiple versions to see what works best. The app is available both as a feature within Instagram and as a standalone download on iOS and Android. If the test in Spain and Italy goes well, a global rollout is likely to follow soon. What is clear is that the battle to capture the most authentic moments of everyday life is not over. And Meta, with Instants, has just announced that it wants to be at the forefront of that fight.

Did Instants Arrive Too Late to the Ephemeral Content Game?

This is where the story gets a little complicated. While the idea behind Instants is solid, Instagram might be late to this trend. BeReal, which was the big unfiltered content phenomenon a few years ago, no longer has the prominence it enjoyed at its peak.

Furthermore, it's worth considering that Instagram already has Stories, its own ephemeral content tool created as a direct response to Snapchat, which billions of users use every day to share quick moments. The legitimate question is: Does the average user need a separate app to do what they can already do in Stories?

For now, Instants is in the testing phase, and the company has confirmed that it's evaluating multiple versions to see what works best. The app is available both as a feature within Instagram and as a standalone download on iOS and Android. If the test in Spain and Italy goes well, a global rollout is likely to follow soon.

What's clear is that the war to capture the most authentic moments of everyday life isn't over. And Meta, with Instants, has just announced that it wants to be at the forefront of that fight.