Instagram is creating a feature to help users discover shared interests

Instagram's new feature 'Picks' helps users discover shared interests and bond over shared likes.

: Instagram is developing a feature named 'Picks' that helps users connect by identifying shared interests in movies, books, TV shows, games, and music. Alessandro Paluzzi, a reverse engineer, identified this as an internal prototype, with no external testing reported yet. Adam Mosseri, Instagram's head, stated the focus on creativity and connection this year, emphasizing shared interactions over discovered content. Despite the ongoing development, some users may oppose more features in an already crowded app, as seen with the reaction to Instagram Map.

Instagram is developing a feature called “Picks” designed to help users find shared interests with friends. The feature allows people to list their favorite movies, books, TV shows, music, and games, then compares these selections with others to highlight common ground. It is currently in internal prototype testing, discovered through reverse engineering, and Instagram has not yet made it publicly available.

Picks would be accessible through Instagram’s Notes section in the inbox, with a prompt encouraging users to “Add what you’re into.” Once filled in, the app could display which friends have overlapping picks, potentially sparking conversations. However, Instagram has not revealed how matches will be presented or the level of customization available.

This initiative is part of Instagram’s broader 2025 push to encourage more direct connections and creative expression. Adam Mosseri, the company’s head, has emphasized making the platform more interactive and focused on friend-to-friend engagement rather than purely algorithmic discovery.

Despite its potential for fostering connections, Picks could raise privacy concerns. Similar to past features like Instagram Map, users might be wary about revealing personal preferences that could be used for targeted advertising or other profiling. Instagram will likely need strong opt-in controls to address these concerns.

There is no official launch date for Picks, and its final design and rollout will depend on internal testing results and user feedback. If implemented effectively, it could become a lightweight social tool that complements Instagram’s messaging and content-sharing ecosystem without overwhelming the user experience.

Sources: TechCrunch, MediaPost, Business Insider, Washington Post

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