Instagram announced this week several new options for its messaging experience, now available to global users. In addition to chat themes, they launched a “Watch Together” function that allows Instagram friends to tune into IGTV, Reels, and TV shows, movies, and trending videos in real-time over video chat.
They also released additional information on its “Vanish Mode,” which is an opt-in feature that makes messages disappear after users leave a chat thread. Instagram confirmed the functionality is now available to Messenger users in the U.S. and a few other countries, and will soon be available to countries in the EU.
BRANDS NEED TO PREPARE FOR THIS TREND NOW
This comes on the heels of Twitter announcing its disappearing tweet functionality called Fleets, and is meant to provide the flexibility for users who “want to share in the moment without worrying about it sticking around,” and to “share what you really think but can’t always say, without it staying in your chat history.”
With one billion people on Instagram, the “Vanish Mode” feature begs the question: is this another opportunity for instigators intent on damaging brands and spreading misinformation?
As brands think about how to manage harmful content that disappears after 24 hours, they need to move beyond traditional listening and monitoring. Getting an early-warning advantage will not only help to prepare for these shifts, but to manage the additional risks that come with these features.