On May 13, Instagram unveiled a brand new photo-capturing tool aimed specifically at Generation Z. Named «Instants», the release includes both an integrated in-app feature and a dedicated standalone application.
According to Instagram’s Vice President of Products, Tessa Lyons-Laing, the innovation allows people to capture and distribute «unpolished moments» to a restricted circle of followers.
Offering a similar experience to Snapchat, Instants gives users a temporary way to share raw images completely free of filters, text or stickers. These candid snaps can only be sent to mutual followers or a curated «Close Friends» list. Most importantly, once a recipient opens an Instant, it vanishes permanently.
A guide to using instants
If you want to try out the newly launched tool within the main mobile application, simply follow these steps:
- Launch your Instagram app.
- Navigate to your Direct Messenger by tapping the mail icon at the bottom of your screen.
- Locate and tap the new mini stack of photos in the bottom right corner.
- Choose your audience: select either «Friends» (your mutual followers) or «Close Friends» (a private and customised group).
- Take your picture. The image will instantly appear in the gallery of your chosen audience.
- Any incoming Instants from your connections will also be visible in this same mini stack within your messages.
- Should you need to delete a snap, just press the «Undo» button immediately after taking it.
Alternatively, you can tap the collage icon in the top-left corner, press down on the specific image and select the delete option.
Strictly one view only
The core concept behind an Instant is its fleeting lifespan. Unlike traditional Instagram Stories which remain on a profile for a full day and can be rewatched endlessly, an Instant disappears the second the recipient views it. If left unopened, the image will remain available for a maximum of 24 hours.
Despite this disappearing act, users do have the option to bundle a collection of their own Instant photos and share them to their main Stories feed. Lyons-Laing noted that these grouped posts will appear as a film reel video, allowing followers to easily distinguish them from standard Story content.
Why Instagram is targeting Gen Z
The arrival of Instants perfectly aligns with a growing desire among younger demographics for low-pressure, authentic social media interactions.
This shift was clearly highlighted following the 2022 rollout of «Notes», a feature allowing users to share temporary text updates or songs within their inbox. Harking back to classic platforms like MSN Messenger, the casual Notes function proved to be a massive hit. Lyons-Laing revealed that Gen Z users are five times more likely to utilise Notes than older demographics.
Furthermore, younger audiences are increasingly drawn to sharing content within smaller and more private circles. Internal data shows that Gen Z is two and a half times more likely to post media exclusively to their Close Friends list compared to older generations. Instants has been purpose-built to tap directly into these evolving habits.
Instants became available to all Instagram users globally on Wednesday May 13. While the standalone app offers another way to access the tool, it is not required. The separate application simply provides the company with another method for analysing how audiences engage with this new style of sharing.
