Summary

  • Instagram is developing “Picks,” a feature to highlight shared interests like movies and books among friends.
  • Aimed at fostering connection, Picks aligns with Instagram’s 2025 focus on creativity and social interaction.
  • Currently an internal prototype, Picks faces potential challenges like user adoption and privacy concerns.

Instagram is reportedly developing a new feature called “Picks” aimed at fostering deeper connections among users by highlighting shared interests. Spotted by reverse engineer Alessandro Paluzzi, who frequently uncovers unreleased features, Picks is currently an internal prototype and not yet available for external testing, as confirmed by Meta-owned Instagram to TechCrunch. While details remain scarce, this feature could redefine how users engage with friends on the platform, aligning with Instagram’s 2025 focus on creativity and connection.

Meet “Picks”: Your Interest Matchmaker

According to screenshots shared by Paluzzi, Picks allows users to select their favorite movies, books, TV shows, games, and music—collectively referred to as their “Picks.” Instagram’s algorithm then identifies overlaps between a user’s selections and those of their friends, spotlighting common interests. For example, if you and a friend both love Stranger Things or enjoy the same music artist, Picks could notify you of this overlap, potentially sparking conversations or strengthening bonds over shared passions.

Although Instagram has not released official details about the feature’s functionality or rollout timeline, it’s clear that Picks is designed to make the platform more interactive and social. By focusing on personal interests, Instagram aims to move beyond surface-level engagement—like likes and comments—and create opportunities for more meaningful interactions.

Why Picks is a Game-Changer

In January 2025, Instagram head Adam Mosseri outlined the platform’s priorities for the year, emphasizing creativity and connection. “To help people connect with friends over the things they discover on Instagram, we’re going to double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends,” Mosseri wrote in an Instagram post. Picks aligns perfectly with this vision, offering a structured way for users to discover and discuss shared interests.

This feature could also help Instagram address a common critique: that the platform often feels impersonal or overly focused on curated aesthetics. By enabling users to bond over specific movies, books, or games, Picks could make Instagram feel more like a community hub, fostering conversations that go beyond scrolling through feeds. For instance, discovering that a friend shares your love for a niche book series could lead to a direct message exchange or even an in-person meetup to discuss it further.

Instagram’s Big Bet: The Social Evolution

Picks isn’t the only new feature Instagram is experimenting with. The recent launch of Instagram Map, which allows users to explore location-based content, has already sparked mixed reactions. Some users appreciate the added functionality, while others feel Instagram is becoming bloated with unnecessary features. Picks could face similar scrutiny, especially if it’s perceived as cluttering an already busy app interface.

However, if executed well, Picks has the potential to stand out. Unlike features like Instagram Map, which focuses on exploration, Picks is inherently social, emphasizing personal connections. It could also appeal to younger users who value authenticity and shared experiences, helping Instagram stay competitive with platforms like TikTok, which has leaned heavily into community-driven trends.

Potential Hiccups to Watch

As with any feature in development, there’s no guarantee that Picks will see a public release. Instagram’s history is littered with prototypes that never made it to the app, and user feedback on new features can be unpredictable. Some users may welcome Picks as a fresh way to connect, while others might see it as an unnecessary addition to an app already packed with tools like Stories, Reels, and Direct Messages.

Privacy is another consideration. While Picks seems to focus on voluntary sharing of interests, users may wonder how their data—like their favorite movies or music—will be used or stored. Instagram will need to be transparent about its data practices to avoid backlash, especially given Meta’s history of privacy controversies.

What’s Next for Picks?

If Instagram moves forward with Picks, it could mark a shift toward a more connection-driven platform. By helping users find common ground with friends, Picks has the potential to make Instagram feel less like a highlight reel and more like a space for genuine interaction. However, its success will depend on how seamlessly it integrates into the app and whether users embrace it as a meaningful addition.

For now, Picks remains in the prototype phase, and Instagram has shared no timeline for a potential launch. As the platform continues to evolve, it will be interesting to see how Picks fits into Instagram’s broader mission to foster creativity and connection in 2025.