Instagram Pushes New ‘Shots’ Feature to More Users

Instagram is expanding access to its “Shots” quick image-sharing tool, giving more users the ability to capture and send fleeting moments to their connections within the app.
At first glance, the feature feels like a leftover experiment from the BeReal craze of 2022—an attempt to tap into that wave of authenticity—which raises questions about whether it can truly gain traction on Instagram. Still, perhaps there’s more potential than it initially appears.
As shown in these previews, Shots offers a stripped-down experience: no edits, no filters, just a single, unpolished snapshot. The image can be sent to a friend, who gets only one chance to view it before it disappears.
In practice, it’s a hybrid of BeReal and Snapchat, aimed at fostering spur-of-the-moment exchanges between users.
A few key rules apply. Shots can only be shared with followers who also follow you back, ensuring reciprocity in interactions. Recipients cannot see who else you’ve sent Shots to, and while your own Shots remain stored in your archive, they vanish for the recipient once opened.
The feature has been in testing for several months, available to users in select regions. Now Instagram is broadening access, in what looks like another push to spark casual, direct engagement across its network.
In many ways, Shots feels like a vestige of Instagram’s previous BeReal-style experiments. Back when BeReal was surging, Instagram rolled out several similar trials, including “Candid,” a near replica of BeReal’s daily prompt mechanic, along with a handful of other spontaneous-sharing tests that never went fully live.
Shots, though, seems designed to echo the same intimate, off-the-cuff vibe that’s made Notes popular among younger users—a nudge toward more private, lightweight interactions, layered into the broader Instagram ecosystem.
Whether Shots becomes anything more than a novelty is debatable. On one hand, it could be dismissed as yet another imitation. On the other, the appetite for quicker, more personal sharing may give it staying power, especially as Instagram continues to experiment with smaller-scale connection tools.
Interestingly, TikTok is also trialing a similar concept called “PhotoSwap,” suggesting there are usage signals across platforms that support this type of feature.
It may prove to be a minor update in Instagram’s larger strategy, but it’s one worth watching as the rollout widens.
We’ve reached out to Instagram for details on the expansion timeline and will update if we receive more information.
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