A fast, private, and unfiltered feature designed for spontaneity and direct interactions
What is Instagram Shots
With Instagram Shots, the platform offers a “no-frills” way to share photos: no filters, no edits, just quick and authentic snaps. Images can only be sent to mutual followers, viewed once, and then disappear, remaining archived only for the sender.
How the feature works
- Shots can only be sent to mutual followers.
- Photos are viewable once by the recipient.
- A private archive keeps the images for the sender only.
- No one can see who you shared the photo with.
This combines the ephemeral nature of Snapchat with the spontaneity of BeReal, while keeping the experience more personal and private.
Instagram Shots vs. BeReal
While BeReal asks users to post two simultaneous photos (front and back camera) at a specific time, Shots focuses on quick, private, and intimate photo messages, closer to Snapchat’s style.
Why Meta is betting on Shots
The feature builds on past experiments like “Candid” and follows the success of Instagram Notes, which boosted direct communication. The goal is to reduce aesthetic pressure from the public feed and encourage more natural, everyday interactions.
Instagram Shots in Italy
The rollout is underway in different regions. There’s no official launch date for Italy yet, but the gradual expansion suggests a global release in the coming months.
Competition: the challenge with TikTok
Instagram isn’t alone: TikTok is also testing PhotoSwap, showing that fast, temporary photo sharing is set to become a new battleground among social platforms.
Will Shots win over users?
Some analysts see Shots as a minor update, but the growing demand for authentic and fast interactions may fuel its adoption, especially among younger audiences.
How to use Instagram Shots for digital marketing
Instagram Shots are not just for personal use: brands and digital marketing professionals can also benefit from them. The immediacy and authenticity of Shots make them ideal for campaigns focused on spontaneity, such as behind-the-scenes glimpses, exclusive messages, or quick interactions with the community. While ephemeral, their strength lies in creating genuine engagement and making the brand feel closer and more authentic.
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