Social media giant spins off new app for disappearing photos — sound familiar?

• Instagram has launched Instants, a new standalone app for sending disappearing photos to friends.
• The app opens straight to the camera, and photos can’t be viewed again once they’re gone or after 24 hours.
• Instagram already had this messaging function, but Meta has spun it into its own Snapchat-style app.

When Meta launched Threads in 2023, it was fairly clear what the goal was. The app looked a lot like Twitter (as it was still known for another two weeks), and that was clearly part of the point. Meta now seems to be trying a similar play with its latest Instagram spin-off, Instants — except this time, the app it resembles most is Snapchat.

The new app was highlighted in a Threads post (via 9to5Google) from Instagram head Adam Mosseri, while the Play Store listing fills in the key details. Instants is described as an app from Instagram that lets you share disappearing photos with friends and “connect with your favorite people over life’s little moments.”