Meta’s New Instants App Takes Direct Aim at Snapchat
Meta has officially launched Instants, a standalone app and in-app Instagram feature that lets users share unedited, disappearing photos with close friends. The launch follows a limited regional rollout in late April 2026 and signals Meta’s clearest challenge yet to Snapchat’s dominance among younger audiences.
Instants opens directly to the selfie camera, allowing users to capture and send candid photos instantly. Posts auto-delete once viewed, and no editing tools are available — only a caption. Recipients can react, reply, or send their own Instant in return. Within the main Instagram app, the feature is accessible via a small photo stack icon in the bottom right of the DM inbox.
Addressing Instagram’s Pressure Problem
The move responds to a long-standing criticism of Instagram: that heavily filtered, AI-enhanced imagery creates unrealistic standards, particularly for teenage girls. Meta’s own internal research, revealed in 2021, showed that 32% of teen girl users felt worse about their bodies after using the platform. Instants removes editing tools entirely, pushing users toward more authentic, pressure-free sharing.
Targeting a Vulnerable Snapchat
The timing appears calculated. Snapchat is currently experiencing declining usage across the US and EU — its most important revenue markets. With Snap also preparing to launch AR glasses that will compete directly with Meta’s hardware ambitions, Meta appears keen to exploit this window of vulnerability.
Notably, Instants is not entirely new. Instagram previously tested an almost identical feature called “Shots” in 2025, though it gained little traction. Whether the renewed push and dedicated app will drive stronger adoption remains to be seen.