Instagram might soon be more than just a place to post photos and scroll through Reels. The platform is quietly working on a new feature called Instagram Picks, designed to help users discover and connect over shared hobbies, favorite shows, and other personal interests.
Meta, Instagram’s parent company, confirmed that Picks is currently an internal prototype and is not being tested with the public yet. Still, early glimpses suggest it could become a powerful tool for making Instagram a more personal, conversation-friendly space. Thinking about YouTube TV ads? Find out how advertisers can get their campaigns on YouTube TV, step-by-step and easy to follow.
What Are Instagram Picks?
The idea behind Instagram Picks is simple. Users would select their favorite movies, TV shows, music, books, or games from within the app. Instagram would then highlight overlaps between you and your friends who picked the same things.
Imagine opening Instagram and finding out that your co-worker also loves the same fantasy novel series you are reading, or that your cousin has been binge-watching the exact TV drama you just finished. Picks could make starting conversations a lot easier, without awkward small talk.
The feature was first spotted by well-known reverse engineer Alessandro Paluzzi, who often uncovers unreleased social media features before they launch. He shared screenshots showing a clean interface where users can browse through categories, select their interests, and instantly see which friends share those same choices.
Why Instagram Might Be Introducing Picks
Instagram has been trying to position itself not only as a visual content hub but also as a place for social interaction and personal connection.
Earlier this year, Instagram head Adam Mosseri wrote that in 2025, the platform would “double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends.”
Picks fits neatly into that vision. By tapping into common interests, Instagram could encourage users to spend more time chatting with friends directly, rather than just passively consuming content. Want a full-network ad boost? Explore how running a Performance Max campaign can supercharge results across Google platforms.
How Picks Could Work for Everyday Users
While we do not know the exact release date, or whether Picks will even make it to a public rollout, the concept could have several real-world benefits for Instagram users:
- Better conversation starters – Instead of sending a random meme or emoji, you could message a friend directly about a shared interest.
- Community building – Picks could lead to the creation of interest-based group chats or themed Reels collaborations.
- Personalized recommendations – Instagram could eventually use Picks to suggest events, music, or creators that match your likes.
- Enhanced discovery – You might find that a friend of a friend loves the same podcast you do, sparking new connections.
The Potential Downsides
Of course, not every Instagram update is met with open arms. The app has faced backlash in recent years for adding too many features that some users feel clutter the experience.
When Instagram Map and algorithm was launched, for example, some people complained they never asked for such a feature. There is a chance Picks could face similar criticism, especially from users who already feel Instagram has drifted too far from its original focus on photo sharing.
There are also privacy considerations. Depending on how Picks is implemented, users might worry about their chosen interests being too public. Instagram will likely need to build in clear privacy settings so people can control who sees their selections.
Picks and the Bigger Social Media Picture
If Instagram rolls out Picks, it would not be the first platform to try matching people based on shared likes. Facebook, also owned by Meta, has long encouraged people to list their favorite books, movies, and music on their profiles. Dating apps also rely heavily on this concept to match people.
However, Instagram Picks could stand out because it integrates directly into the existing Instagram experience, without requiring a separate app or platform.
By connecting Picks with Reels, Stories, and direct messaging, Instagram could create a multi-layered engagement loop: you find a shared interest, talk about it in DMs, and maybe even create content around it together. Tired of fake clicks? Learn how Google’s new AI tools slash fake ad activity and protect your ad spend from fraud.
Will Instagram Picks Replace the “Like” Culture?
Some social media analysts believe Picks could shift the way people interact on Instagram. Instead of engagement being purely about likes, follows, and views, it could start to focus more on shared culture and niche communities.
For example, if a group of friends all select the same movie as a favorite, they might start a group watch session and share reactions on Stories. This is the kind of active, interest-driven engagement that Meta seems to be pushing for.
It could also be a clever way to keep users from drifting to competitors like TikTok, which already uses trending content to spark social conversations.
What We Know and What We Don’t
Here is what we know so far about Instagram Picks:
- It is an internal prototype and not yet available to the public.
- Users would be able to select their favorite movies, TV shows, music, books, and games.
- The app would highlight overlaps with friends who picked the same items.
- It was first spotted by Alessandro Paluzzi through reverse engineering.
- Instagram has not announced a release date or confirmed if it will launch widely.
What we do not know:
- Whether Picks will be opt-in or automatically enabled.
- How privacy settings will work.
- Whether Instagram will use Picks for targeted ads or recommendations.
Final Thoughts: A Small Feature With Big Potential
If Instagram Picks makes it to public release, it could become a meaningful way to bring the platform back to its roots, connecting people. While Instagram has evolved far beyond a photo-sharing app, features like Picks show that Meta is still experimenting with ways to make online interaction feel more personal.
For creators, Picks could also be an opportunity. If you know your audience loves a certain TV show or game, you could tailor your Reels or Stories to that interest and boost engagement.
For casual users, it could simply be a fun way to find out that your best friend has the same guilty-pleasure playlist as you.
Like any new Instagram feature, success will depend on execution. If it feels natural and not forced, Picks could be one of the more welcome additions in recent years. Noticed some changes in your search ads? Get the scoop on Google’s search ads update, and what it means for your campaign results.
