Instagram is rolling out wider access to its spontaneous, no-filter image-sharing feature, “Shots,” as part of a broader strategy to encourage more casual and authentic user engagement. The feature heavily resembles Snapchat’s ephemeral messaging and the now-receding BeReal trend a few years ago. In any case, Shots allows users to share quick, unedited photos that disappear after you view once.
How “Shots” Work
- Temporary Content: Shots are temporary, view-once photos that are not saved to a recipient’s device.
- Archived for Sender: The sender, however, retains a copy in their personal archive.
- Mutual Followers Only: The feature is restricted to mutual followers, ensuring that content remains within a closer, more private social circle.
“Shots”: Shift Towards Authenticity
This expansion of Shots aligns with Instagram’s ongoing effort to pivot away from a purely curated, “perfect” image feed toward more personal and in-the-moment interactions. Other initiatives, such as the direct message-based Notes feature and the earlier, BeReal-inspired “Candid” experiment, indicate a sustained push toward fostering more intimate, low-pressure sharing among friends.
Impact on Users and the Platform
For users, Shots provides a low-effort way to share quick glimpses of their day. All without the pressure of editing or filtering, potentially increasing day-to-day engagement with their close connections. For Instagram, the success of Shots could translate into more frequent app usage and sustained attention within the app, especially if users embrace the feature over more curated content.
The Question of Long-Term Adoption
While the expansion signals a push for greater adoption, no one knows how users will respond. Mixed community feedback has emerged from earlier test regions. Some user have appreciated the spontaneity while others remain skeptical that it will gain significant traction.
The success of Shots may hinge on whether users genuinely want another ephemeral sharing option or will prefer to stick with more permanent posts and stories.
Interestingly, TikTok is also testing out a similar image sharing option called “PhotoSwap.”