Instagram has introduced a new feature that will add a new dimension to the social media experience and is set to dominate the agenda in 2025. It has launched a new location-sharing feature called “Nearby,” which connects social media platforms with the physical world. This feature allows users to share their location in real-time with selected individuals via DM for a limited period, though this is currently less widely known among users. In this article, we will explore what this feature means for both brands and individual users, what security considerations to keep in mind, and the potential strategic benefits it offers.

What is Instagram’s “Nearby” Feature?

Instagram now offers a “Live Location Sharing” feature that enables users to share their live locations with specific individuals via DMs. When this feature is enabled, users’ locations are shared in real time. Users can restrict this location sharing to specific individuals (e.g., mutual followers, close friends, or designated individuals). Additionally, users have the option to keep their location completely private.
The location remains visible for one hour after sharing or is updated when the user reopens the app. Shared locations are automatically hidden after 24 hours, and the location sharing does not continue if the user does not reopen the app.

When was the feature launched?

The first tests of the feature began in early 2024, and as of August 2024, it has been launched in some countries. This process was automatically activated for some users and received significant user feedback.
The process of making this feature globally available began to accelerate in early 2025. Currently, it is accessible to a large portion of app users worldwide and is active.

Why is it important for brands?

Brands and local businesses: They can activate this feature to facilitate interactions or meetings with customers at events or in stores. It can enable active and high participation.

Event organizers and participants: Location sharing makes it easier for people to meet. It provides a more convenient and faster way to make announcements.

Individual Users: For personal accounts, this feature may be problematic in terms of secure use and protecting personal privacy boundaries. The main reason users may react negatively is the feeling of their personal security being compromised and concerns about being tracked or monitored.

Privacy and Security Warnings for the “Nearby” Feature

The feature is not active unless explicitly enabled, meaning it is disabled by default.
However, if the user grants permission, location data is updated every minute, which could pose a serious privacy risk.
Platform users who value their privacy and want to maintain it are issuing serious warnings against being tracked or sharing their location continuously.

How to Share and How to Turn It Off

To turn on location sharing:
Enter a group in DM (Messages).
Tap the “Map” button.
Select the people you want to share with and start sharing. Your location will be visible for 1 hour.

To turn off location sharing:
You can disable location sharing by enabling the Invisible Mode option.
If you completely disable the Instagram app’s device location permissions, the app will no longer be able to access your location.

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