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Instagram is testing a new photo sharing app called “Immediately,” the company confirmed to TechCrunch on Thursday.” The app, available in Spain and Italy, allows users to share missing photos with friends that can only be viewed once and last for 24 hours.
With Instants, you take a photo in one instant, with no edits allowed. The app does not allow uploading from your camera and allows you to record and share using the in-app camera. Although you can add text to your “timeline”, which is what unedited photos are called, you can’t edit them.
Unlike Instagram, which is about edited, polished content, Instants are designed for quick, real-time photography. The app borrows ideas from social media sites like Snapchat, Locket, and BeReal, as it focuses on content that is real and authentic.
It’s worth noting that Instagram has been testing Instants as part of the program in some areas today. The company says users can choose to use Instants within the standard Instagram app or through the standalone Instants app.
“To give people a simpler way to connect with our friends, we’re testing an app called Instants to share photos and videos right now,” a spokesperson said. “We’re looking at a variety of Instants to see what people like, and to listen to our community.”
You can share Instants with your followers or your Close Friends list. Instagram says that these lists are the same for Instagram and Instant apps.
The program is available at iOS and Android.
Although Instagram started as a way for friends to share content, over time, it has become impersonal as it is filled with ads and distractions. By launching a new low-level, “in the moment” sharing app, the company is looking to return to its roots and respond to competition from apps that focus on ephemeral sharing with close friends.
However, Instagram may be a little late to take advantage of low-quality, unfiltered photo sharing content, such as BeReal. not as popular as before. At the same time, many people already use Instagram Stories, a Snapchat clone, to share quickly and may not see the need for a special program to do so. With that in mind, it will be interesting to see how Instants plays out.
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