Instagram is testing a new way to share feed posts with a select group of friends, the company confirmed to TechCrunch. The feature, called Close Friends, will allow users to create a list of people who can see their posts in the main feed, similar to how they can share stories with a smaller audience.
Why Close Friends?
Instagram introduced the Close Friends option for stories in 2018, as a way to let users share more personal moments with a curated group of followers. The feature was well-received by users who wanted to have more control over their privacy and audience on the platform.
However, some users still felt the need to create separate accounts, known as “finstas”, to share content that they did not want to broadcast to their entire following. Instagram’s head of product, Vishal Shah, said in an interview with The Verge that the company wanted to reduce the friction of switching between accounts and make it easier for users to express themselves.
“We’ve heard from our community that they want more ways to share with their close friends, not just through stories,” Shah said. “We’re testing Close Friends for feed posts to give people more flexibility and choice over how they share on Instagram.”
How does it work?
The Close Friends feature for feed posts is currently being tested in a few countries, but Instagram did not specify which ones. Users who have access to the feature will see a green circle around their profile picture when they create a new post. By tapping on it, they can choose to share the post with their Close Friends list, which they can manage in their settings.
The posts shared with Close Friends will appear in the main feed of those who are part of the list, with a green badge indicating that it is a private post. Users can also see who else is in the Close Friends list of the person who shared the post, but they cannot add or remove anyone from it.
The feature will not affect the algorithmic ranking of the feed, which means that Close Friends posts will not be prioritized over other posts. Users can also choose to mute or unmute Close Friends posts from their settings.
What are the benefits?
The Close Friends feature for feed posts could be a game-changer for Instagram, as it could encourage more users to post regularly and authentically on the platform. According to Adam Mosseri, the head of Instagram, users are posting less frequently to the feed, especially teens, who prefer to use direct messages and stories instead.
By offering users more options to share privately and selectively, Instagram could boost its engagement and retention rates, as well as its advertising revenue. The feature could also help users build stronger relationships with their close friends and foster a sense of community on the platform.
The feature could also benefit influencers and creators, who could use it to share exclusive content or behind-the-scenes moments with their loyal fans or paid subscribers. Instagram has been experimenting with various ways to help creators monetize their content, such as badges, reels bonuses, and affiliate tools.
What are the challenges?
The Close Friends feature for feed posts is not without its challenges, however. One of them is how to ensure that users respect the privacy and consent of their close friends when sharing their posts. For instance, what if someone screenshots or reshares a Close Friends post without permission? Or what if someone adds or removes someone from their Close Friends list without notifying them?
Another challenge is how to balance the user experience and expectations between different types of posts. For example, how will users react if they see fewer likes or comments on their Close Friends posts compared to their public posts? Or how will they feel if they miss out on some Close Friends posts because they are buried under other posts in their feed?
Instagram will have to carefully monitor and iterate on the feature based on user feedback and behavior. The company has not announced when or if it will roll out the feature globally, but it seems that it is determined to make Instagram a more private and personal place for its users.
