Instagram Tests Standalone Instants App to Resolve Feature-Integration Tension

Instagram is running a controlled experiment in Spain and Italy on whether disappearing-photo sharing belongs in a dedicated app or inside the main application. The Instants app strips features to camera-only capture with single-view destruction, mirroring Snapchat's model. This echoes Facebook's 2014 Messenger separation—a controversial move that ultimately deepened engagement. The outcome will reveal whether social platforms should specialize or consolidate, a question that has oscillated for a decade.