Today, at a rare NYC-based launch event, Instagram CEO Kevin Systrom announced a new feature called Instagram Direct. Like your private inbox on Twitter or Facebook, it’s a new way to share privately—either with one individual or a group of up to 15 friends. Simply select who you want to share your photo with, and each person’s avatar shows up in a bubble underneath your caption—first grayed out, then in color with a green check mark once they’ve seen your message.
The new feature (available today on mobile) comes in response to the tendency of self-curating—not wanting to overwhelm your feed with every single shot of your Roman holiday, for instance—and the need to share those extra images with the people who really do want to see them. (Named groups, such as “Family” or “Foodie Friends” will follow in the 2.0 version of Direct, making it easier to share that ump-teenth baguette and cheese shot in Paris without annoying your best carb-avoiding gal pal.) So why have the launch in New York? Said Systrom: “Instagram isn’t just about Silicon Valley. Instagram is all about sharing moments all around the world.” We couldn't have put it better ourselves.
Nikki Ekstein is an Editorial Assistant at Travel + Leisure and part of the Trip Doctor news team. Find her on Twitter at @nikkiekstein.