Introduction: Instagram’s New ‘Instants’ App and the Disappearing Photo Trend
Instagram just launched a new app called ‘Instants’ that lets you share photos which vanish after they’re seen. This sounds a lot like Snapchat, where disappearing messages have been the main draw for years. People seem to like sharing quick moments that don’t stick around forever. Apps like Snapchat and BeReal have made this style popular, giving users a way to post without worrying about their photos lasting forever. Now, Instagram wants in on this trend with Instants. The company is betting that people care more about casual, temporary sharing than polished posts. But is there really room for another app doing the same thing? Or is Instagram just chasing after what’s already working for others? [Source: Google News]
Why Instagram’s ‘Instants’ Feels Like a Redundant Snapchat Clone
Instants feels like déjà vu. The app’s main feature—disappearing photos—is exactly what made Snapchat famous. You snap a picture, send it, and it vanishes after someone sees it. That’s it. There’s nothing new here. There are no fresh filters, creative tools, or ways to make your photos stand out. Even the interface looks familiar, echoing Snapchat’s simple camera-first design. For people already using Snapchat or BeReal, Instants doesn’t bring anything different.
This copycat approach raises a big question: why would anyone switch? Most users already have favorite apps for sharing quick moments. Adding another app that does the same thing feels tiring. With so many platforms offering similar features—Instagram Stories, WhatsApp Status, Facebook Stories, and now Instants—users might start feeling overwhelmed instead of excited. The market for ephemeral content is crowded. Unless Instants can offer something truly unique, it risks being ignored as just another clone.
People crave novelty. When Instagram launched Stories in 2016, it felt fresh—even though it borrowed the idea from Snapchat. But now, repeating the same trick doesn’t spark the same interest. Instants shows how companies sometimes run out of ideas and reach for whatever is working elsewhere, hoping to keep up. Yet, without innovation, these efforts feel stale.
The Challenges of Launching a Standalone App in a Saturated Market
Spinning off features into separate apps isn’t new for Instagram’s parent company, Meta. They’ve tried before—remember Threads for messaging or IGTV for video? Both apps saw slow adoption and faded away. Most people don’t want to juggle multiple apps, especially when those apps overlap in what they do.
Launching Instants as a standalone app means users must download, set up, and keep track of yet another platform. That’s a big ask when people already spend hours bouncing between Instagram, Snapchat, TikTok, and others. Unless Instants offers a special reason to switch, it might sit unused on phones.
Look at the numbers: Snapchat has over 400 million daily users [Source: Google News]. BeReal exploded during the pandemic with millions of downloads, but its growth has slowed as the novelty wore off. Instagram Stories, built right into the main app, is used by over 500 million people every day. So why break off a feature that works well inside Instagram and turn it into a separate app?
Apps succeed when they fill a gap or solve a problem. Instants doesn’t seem to do either. It risks being lost in a sea of similar tools. Unless Instagram finds a way to make Instants feel fresh—maybe with new privacy controls, creative editing, or ways to connect—it could flop like Threads and IGTV.
What ‘Instants’ Reveals About Instagram’s Approach to Social Media Trends
Instagram used to lead. Now, it follows. The company’s move to launch Instants looks like a reaction to trends set by others. Snapchat started disappearing photos, then BeReal brought casual, real-time sharing. Instagram is trying to catch up instead of setting the pace.
This shift matters. When a brand chases what’s already popular, it can lose its identity. Instagram’s main app has always focused on polished, curated photos and videos. Now, with Instants, it’s pushing fast, disposable content. That’s a big change. It can confuse users about what Instagram stands for.
Chasing trends is risky. Users notice when a company stops creating new ideas and starts copying. It can hurt loyalty. People want apps that surprise them, not just echo what’s already out there. By launching Instants, Instagram signals it’s more interested in catching up than leading. This could make the brand feel less special and less trusted.
Instagram’s old playbook—watch what works for others, then copy—helped it grow fast. But now, the market is full of clones. To stand out, Instagram needs to invent, not imitate. Instants shows how easy it is for big companies to fall into the trap of chasing rather than shaping social media.
The Broader Implications for User Experience and Social Media Fatigue
More apps, more features, more confusion. The rise of Instants adds to social media overload. People already switch between Instagram, Snapchat, BeReal, TikTok, and others. Each app asks for attention, notifications, and updates. That can wear users out.
Ephemeral content—photos that disappear—was meant to make sharing feel easy. No pressure, no lasting record. But now, with every app offering this feature, it’s hard to keep track. Did you send that snap on Snapchat, or was it on Instants? Did your friend see it, or did it vanish before they could respond?
Studies show that too many apps can lead to stress and lower engagement [Source: Google News]. People start spending less time on each app, or they drop some altogether. Social media fatigue is real. When platforms keep adding similar features, users might pull back instead of joining in.
Instants could make Instagram’s user base more fractured. Some people might stick to the main app, while others try Instants. But with nothing new to offer, Instants might just split attention without adding value. Brands and creators could struggle to reach followers if everyone is spread across more platforms. For everyday users, it may mean more missed moments and less fun.
Instagram needs to ask: does Instants help, or does it just make things messier? If the answer is the second, Instants could fade fast.
Conclusion: Is Instagram’s ‘Instants’ a Bold Move or a Missed Opportunity?
Instants looks like a missed chance. It copies Snapchat’s disappearing photo idea but doesn’t add anything new or useful. Instead of making sharing easier or more fun, it adds another app to the pile. Instagram could have focused on creative ways to share quick moments or built smarter privacy tools. Instead, it chose imitation.
If Instagram wants to lead again, it needs to invent features that solve real user problems. The future of disappearing photo apps depends on fresh ideas, not just copies. Instants shows what happens when companies chase trends instead of setting them. For users, the best move may be to stick with the apps they already like—and wait for something truly new.
Why It Matters
- Instagram is entering a crowded space dominated by Snapchat and BeReal, raising questions about innovation.
- The proliferation of similar apps could lead to user fatigue and decreased engagement.
- This move reflects how social platforms chase trends rather than developing original features.
