Instagram, owned by Meta, has begun rolling out Instants globally this week, introducing a new feature that allows users to share disappearing photos with close friends and mutual followers directly through Instagram’s messaging interface.
The feature was announced by Adam Mosseri, Head of Instagram, and detailed through Instagram’s official blog.
How Instants works
According to Mosseri, users can access Instants through a photo stack icon inside the DM inbox, where they can view Instants shared by friends or capture and send one of their own. Users can choose to share the image either with their Close Friends list or with followers they follow back.
Once the recipient views the image, it disappears. Mosseri said recipients cannot take screenshots of the content.
The feature was tested in markets including Italy, Dominican Republic and Thailand before the wider rollout. Meta is also exploring the possibility of taking Instants into a standalone experience in select regions in the future.
Instagram vs Snapchat
The launch places Instagram in direct comparison with Snapchat, which built much of its identity around disappearing visual messaging and camera-first communication.
While both platforms now offer real-time photo sharing that disappears after being viewed, the product experience remains different. Instants is positioned around casual and unedited sharing. Snapchat, by contrast, continues to offer filters, lenses and other camera-based creative tools that have remained central to its user experience.
Meta’s massive scale
The significance of Instants goes beyond product overlap because Instagram operates inside one of the world’s largest digital advertising businesses.
According to WARC Media analysis based on Meta’s financial disclosures, Meta generated 200.97billionintotalrevenuein2025,ofwhich196.18 billion came from advertising. Instagram accounts for roughly 40% of Meta’s global ad revenue – approximately $78.4 billion.
In Q1 2026, Meta reported 56.31billioninrevenue,whilenetincomeroseto26.77 billion. Daily active people across Meta’s family of apps reached 3.56 billion.
Snap builds beyond advertising
At the same time, Snap Inc. has been expanding beyond its core advertising business. In Q1 2026, Snap reported revenue of $1.53 billion, up 12% year-over-year, while daily active users rose to 483 million.
Snap’s “other revenue” segment, supported by products including Snapchat+, surged 87% to $285 million. Snapchat+ has now crossed 25 million subscribers.
AI and AR become central to Snap
Snap has also been increasing its focus on AI-powered advertising and augmented reality. In April 2026, the company introduced AI Sponsored Snaps, allowing brands to interact with users through conversational experiences inside chat. Early campaigns delivered a 226% increase in per-impression click-through rates.
More than 9 billion augmented reality lens interactions now take place daily on the platform.
The battle ahead
With Instants now rolling out globally, Instagram is entering one of Snapchat’s most established product categories with the backing of Meta’s scale, advertising engine and global user base. Snapchat, meanwhile, continues to differentiate through camera-led creativity, subscriptions, AI-driven advertising and augmented reality.
Which approach wins? The answer may depend on whether users prefer simplicity or creativity – but both platforms are betting heavily on their own vision.
