You may have recently been informed by your Instagram app that it has a new function being rolled out: Instagram Instants. Tucked into the bottom-right corner of your 'Messages' tab is a new shortcut called Instants – a feature designed for quick, unfiltered, in-the-moment sharing.
It might feel familiar. That’s because Instants evolved out of Instagram’s experimental 'Shots' tool, which quietly tested BeReal- and Snapchat-style photo sharing in select regions last year. Now, it’s been repositioned, rebranded, and pushed to more users — and it signals a bigger shift in how Instagram wants us to post.
But isn’t this just Stories… or Snapchat… or BeReal? Kind of! Instants sits somewhere between all three. Here’s what you need to know.
What are Instagram Instants?
Instants is a fast-access camera feature for sharing casual photos or videos the second something happens. Think: no elaborate edits, no hyper-curated aesthetic – just whatever’s in front of you right now. Kind of similar in essence to SnapChat in its timeliness, or BeReal in its inability to be edited.
How does it work?
- You snap a photo with no filters or editing.
- It automatically sends it to followers who also follow you back.
- They can only view it once before it disappears.
- Your copy stays archived, but theirs vanishes.
Where do I find it in the Instagram app?
Head to the messaging tab of your Instagram app on your mobile (the function is not available on the browser version of the app). There should be a new pull-tab looking icon in the bottom-right corner of the screen. Tap this to pull up the feature.
Instagram Instants was previously called 'Shots'
Instagram previous began rolling out this feature to select users last year. It was then called 'Shots' and had a similar functionality.
Why is Instagram pushing this now?
Two words: engagement speed. Behind the scenes, Instagram’s algorithm already tracks “instant” signals, like:
- how many people engage in the first 10 minutes
- whether viewers stick past the first three seconds of a video.
Features like Instagram Instants encourage immediate reactions and real-time sharing, which fits neatly with how the platform now measures what’s worth surfacing to more people. You'll notice that in order to use the functionality it asks you to agree with terms and conditions that allow it to use the data it collects from Instants to target you with ads.
It’s also not happening in isolation. TikTok is reportedly testing its own quick photo-sharing option called PhotoSwap, suggesting there’s real appetite for more spontaneous posting tools across platforms.
What does this mean for creators and brands?
Right now, Instants feels aimed squarely at everyday users – but creative creators and brands may find it useful as a behind-the-scenes channel. It definitely has the capacity to be used for
- sneak peeks
- quick reactions
- location drops
- candid moments
- personal check-ins that don’t fit the grid
It’s less about reach and polish, more about loyalty and closeness – the kind of content that makes followers feel like insiders.
Will it actually take off?
That’s the big question.
When Shots first launched, some analysts were sceptical, calling it a minor addition that might never reach mainstream adoption. But sentiment was similar when Stories were first announced, and that has since gained traction along with their Notes and Threads functionality (and their recent repost functionality which has already seen uptake). In short: Instagram Instants could find a way to grow into a daily habit. It just may not replace Stories or Reels anytime soon.
