Instagram Tests Direct for a Stand-Alone Messaging App


Hemal Shah, an Instagram product manager was reported saying that,“We want Instagram to be a place for all of your moments, and private sharing with close friends is an important part of that,” , Direct has grown within Instagram over the past four years, but we can make it even better if it stands on its own. We can push the boundaries to create the fastest and most creative space for private sharing when Direct is a camera-first, standalone app.”

This statement was made in reference to Instagram's current process of testing a standalone app for private messages just like the inbox, called Direct, an initial step probably towards dismissing the messaging features from the basic app. Alonside these changes, Instagram also recently launched the  Stories Highlights and Stories Archive.

Direct, which  currently opens to the camera in a similar way as to how the other social media  photo-based platform Snapchat does. It will soon be made available on Android as well as iOS presently in six mentioned countries, which are Chile, Israel, Italy, Portugal, Turkey, and Uruguay. If you install the app Direct, the inbox usually disappears from the Instagram app and can only be availed in the messaging app.

However, if Instagram launches Direct globally, of which  it as of now has no schedule for doing, the feature could deliver the parent company, Facebook a third famous social media platform in the form of a messaging tool, in comparison to the already available and popular Messenger and WhatsApp. Although the fact is that this is its officially test only and not a final run through, Instagram’s logistic strategy for constructing the Direct app is that private messaging can never be a best-in-class experience when it lives inside an app meant for  public broadcasting.

Facebook too had undergone a similar redemption in the past. The CEO Mark Zuckerberg had said at the time that, “On mobile, each app can only focus on doing one thing well.Asking folks to install another app is a short term painful thing, but if we wanted to focus on serving this [use case] well, we had to build a dedicated and focused experience.”

Reference- The Verge