Meta prepares Instants app to rival Snapchat with ephemeral media

Yesterday 18:00

By: Sahili Aya

Meta prepares Instants app to rival Snapchat with ephemeral media

Meta is reportedly developing a new standalone application, Instants, designed to send photos and videos that disappear after a set period. Still in internal development, the app has not yet been officially released, but it represents a strategic push to attract younger users who prefer ephemeral, fast-paced content.

Building on Instagram’s disappear mode

Instants draws inspiration from Instagram’s Disappear Mode, introduced in 2020, which allowed messages to vanish once viewed or when a participant left a conversation. Unlike Instagram, Instants is a dedicated platform for temporary multimedia, highlighting Meta’s intent to capture a segment of users who are drawn to the immediacy and low-pressure nature of ephemeral content.

A direct challenge to Snapchat

The app is positioned as a direct competitor to Snapchat, targeting the same user base that values disappearing photos and videos. By providing a standalone experience, Meta hopes to differentiate Instants from Instagram and create a space where younger audiences feel free to share content without long-term permanence.

The broader social media impact

Ephemeral content has had a profound influence on social media behavior, particularly among Gen Z users. Features that allow posts to vanish encourage more spontaneous and authentic sharing, reducing the pressure of permanent social records. Analysts note that such apps can reshape engagement patterns, increase time spent on platforms, and shift attention toward real-time, temporary interactions rather than traditional feeds.

Privacy is another key factor: disappearing content appeals to users wary of long-term digital footprints. Platforms like Instants may set new expectations for social media privacy standards and influence how competitors adapt their features to balance engagement with user control.

Moreover, ephemeral apps can disrupt the social media market by drawing audiences away from established platforms, forcing companies to innovate rapidly to retain younger users who prioritize flexibility and immediacy in online interactions.

Looking ahead

While Meta has not confirmed a release date for Instants, the development reflects a broader trend: social media platforms are evolving to prioritize authentic, temporary interactions, enhanced privacy, and competitive positioning. The success of Instants will likely depend on its user experience, privacy safeguards, and ability to stand out from both Snapchat and Instagram.

With ephemeral content continuing to shape social media trends, Instants could become a significant tool for Meta in capturing younger audiences and defining the next era of digital interaction.