Instagram has introduced a new feature called Instagram Map, allowing users to share their recent locations with selected friends, mirroring a popular functionality first seen on Snapchat’s Snap Map.
Launched recently in the United States, with plans for a global rollout, this opt-in feature aims to enhance how users connect and discover location-based content. Alongside this, Instagram introduced reposts and a global “Friends” tab for Reels to boost engagement.
The Instagram Map, accessible via the Direct Messages inbox, lets users share their last active location, updated only when the app is opened, unlike Snapchat’s real-time tracking option. Location sharing is off by default, ensuring privacy, and users can choose who sees their whereabouts — options include all friends, Close Friends, specific individuals, or no one.
Users can also exclude certain locations or people from seeing updates, and parents can manage settings for supervised teen accounts. Even without sharing their location, users can explore location-tagged Stories, Reels, and posts from friends or creators, and leave short “Notes” on the map.
This feature draws heavily from Snapchat’s Snap Map, which pioneered social mapping. Instagram’s history of adopting competitor features, like Stories and Reels, makes this move unsurprising. The feature also recalls Zenly, a social map app once owned by Snap, suggesting Instagram is targeting similar audiences.
Reactions are mixed. Some users find it a fun way to plan hangouts or discover local spots, but others worry about privacy risks, like unintended location exposure or stalking, especially for younger users. Instagram’s head emphasized that the feature is opt-in and location data is stored for only three days, not used for ads. Critics, including some lawmakers, have raised concerns about potential risks to minors, such as predation.
For businesses, Instagram Map opens new opportunities. Restaurants, hotels, and beauty salons are preparing to collaborate with influencers for location-tagged content to boost visibility and attract local customers. Tagging a business in Stories or Reels could drive foot traffic, with influencers likely charging for such promotions. This aligns with Instagram’s goal to enhance content discovery and increase app engagement.
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While Instagram Map offers a fresh way to connect, its similarity to Snapchat’s Snap Map has sparked criticism for lacking originality. Still, with strong privacy controls and a focus on localized content, Instagram is vying for a stronger presence in social mapping, as businesses gear up to leverage this new marketing tool.
