Instagram to Cut Messaging from App

Instagram to Cut Messaging from App

Instagram to Cut Messaging from App

In our early testing, we didn't experience anything that might become a problem for users such as clunkiness or poor integration with the main Instagram experience. It says messaging through Instagram can never be a full experience so long as it lives in another app. Think Facebook Messenger mixed with Snapchat, which honestly might be the best idea ever. As of April 2017, Instagram Direct, still married to the Instagram app, had around 375 million active monthly users. To recall, Facebook forced users to install Messenger app to chat with friends. From there, you've got one-tap access to Instagram's face filters (including four exclusive ones) and a pull-down menu that lets you type messages. Direct is a new Instagram companion app to send and receive messages.

The reason for the split is the notion that private messaging does not fit comfortably within an app which is designed for broadcasting images and messages publicly.

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"We want Instagram to be a place for all of your moments, and private sharing with close friends is an important part of that", Instagram product manager Hemal Shah told The Verge.

In anticipation of this, the Facebook-owned app has been trialling Shopping on Instagram over the a year ago in the United States, and is planning on rolling out the feature to more countries in 2018.

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When described that way, Direct makes more sense.

Then there is also the question, just how many messaging apps is too many messaging apps? Instagram Direct will borrow another page out of Snapchat's playbook: It will open directly to the camera first in order to encourage sharing. While photos are encouraged, you're not limited to using them.

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The new app's structure feels a lot like Snapchat: When users open it, the camera pane will open, emphasising the app's focus on creating new material (photos and videos) to share. None of them are offered on Instagram right now, and they're all just fun and silly, like one that replaces your mouth with a large, clown-like mouth. Instagram sees video growing in the form of temporary formats like Stories, and expects brands to take risks on ephemeral formats knowing the content will disappear after 24 hours.

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