Instagram Direct unites ephemeral and permanent messaging for 375M users

After successfully cloning Snapchat Stories, Instagram is looking to one-up competitors in relation to chat with a reimagining of its private messaging feature, Instagram Direct. Rolling out earlier this week, Instagram Direct will now combine disappearing ephemeral photo and video messages with traditional permanent text and image messages in the same one-on-one and group threads. The update means users will able to send short-lived selfies embellished with creative tools and temporary replies to friends’ Stories inside an on-going conversation that could include texted logistics or discussion of public posts. Again, Instagram isn’t necessarily the inventor of either of these mediums,