Whenever Facebook or Instagram introduce a product these days, there is an assumption that the monetization scheme can't be too far behind. But for Instagram Direct, a new set of private and group messaging features unveiled at a press event Thursday morning, making money off the feature may not be the ultimate goal.
A source familiar with Instagram's thinking told Mashable that the company isn't considering or even discussing the idea of bringing ads to Instagram Direct. Instead, Instagram is focused on testing and rolling out the sponsored posts that it debuted early last month.
See also: Instagram's First Ad Hits Feeds Amid Mixed Reviews
Some analysts doubt that Instagram direct messages have much potential for advertising. "Is there a brand play for this? I don't see one," Brian Blau, an analyst with Gartner, told Mashable in an interview. Unlike Instagram's introduction of 15-second videos, which was very much geared towards marketers, Blau thinks the messaging feature are more about retaining and attracting users who might otherwise have been lured by apps like Snapchat, Path and Line. "It is really a user thing," he said. "It's a competitive move."
While Instagram may not be planning ad initiatives for Instagram Direct just yet, cofounder and CEO Kevin Systrom did note during the event that marketers can potentially use the messaging feature to college images for contests. Less than two hours later, Gap did just that, soliciting comments on an Instagram post and messaging the first 15 commenters with a limited edition Gap product.

"I think it's going to be a great tool in terms of deepening relationships with customers," Rachel Tipograph, global director of digital and social media at Gap, told Mashable. In addition to the contest post, Tipograph says direct messaging may be useful for brands to handle customer service issues on a one-to-one basis. "We can now have a visual conversation with them in real-time and help them faster and hopefully with more customer satisfaction."
In that respect, she says, Instagram Direct may allow brands to deal with customers on Instagram the same way that they deal with customers on Twitter. Tipograph can also imagine Gap using the new feature to communicate with employees and perhaps even stage some "surprise celebrity moments," where customers might compete to get a personal response from someone notable.
Beyond that, the source familiar with Instagram's thinking speculates that media outlets may also use the messaging feature to solicit individuals for the right to use particular photos or videos in articles.
Image: Mashable, Will Fenstermaker
Instagram released Instagram Direct, a direct messaging feature, at a mystery event on December 12th, 2013, in New York City.
Held at Gary's Loft Inc., the venue was cozy and decorated for the holidays.
Attendees enjoyed a breakfast spread before the event.
Instagram streamed the event live.
A reporter takes a mobile phone photo of Kevin Systrom during the live event.
More than half of Instagram users use the platform daily.
Instagram Direct allows users to share photos with a select group of people by making lists of up to 15 users.
Users receive push notifications for messages they receive. A faded icon also notifies if a sent message has been viewed.
Instagram Direct is available now.