In the back-and-forth battle for relevance, Instagram is giving Snapchat-like control to users in choosing a time limit before content vanishes.

Now you see it, now you don’t

Users will notice that Instagram Direct messaging is allowing users to either have content remain permanently, or disappear after a single viewing – all part of the recent update.

There are a few more options regarding duration as well, enabling users to choose “view once,” “allow replay,” or “keep in chat” which saves content as a permanent thumbnail.

According to Instagram, “All these updates are designed to give people more control of what they share with friends in Direct.”

The HD edge

Instagram Stories doesn't pretend to be original, but it is a tightly designed platform that allows for higher quality video and photo sharing than Snapchat, enabling more content captured outside of the app.

With over 84 million more daily users than Snapchat, Instagram has the benefit of searching out users even quicker than its competitors thanks to its archive of Facebook users.

Instagram continues to experiment with me-too innovations while adding a few of their own, and with offering comprehensive analytics, users are contented and the competition is sure to stiffen.

Are you happy with the addition of vanishing content? We want to know what you think. Give us your thoughts in the comments below.