Instagram Tests “Picks” to Help Users Find Shared Interests

Instagram is developing a unique feature called “Picks” designed to make connecting with friends more meaningful by finding shared interests. Confirmed as an internal prototype by Instagram to TechCrunch, Picks isn’t publicly available or externally tested yet, but early screenshots and details are creating plenty of buzz in the social media community.

How Picks Works

With Picks, users will add their favorite movies, books, TV shows, games, and music—essentially curating a personalized interests list within the app. Instagram’s algorithm then scans for overlaps between your selections and those of your friends, surfacing matches and sparking more personalized conversations around what you both love.

Reverse engineering expert Alessandro Paluzzi first uncovered Picks, sharing preview images of the feature’s UI where users are invited to “Add what you’re into and find overlap with friends who are all about it too.” Screenshots depict an option in the Notes inbox for accessing Picks, organizing top interests in a format similar to dating apps or Discord-style groups.

Instagram’s Strategy for 2025

While Instagram hasn’t shared any details about the feature’s final design, the company likely sees Picks as a way to foster genuine conversations and strengthen personal connections through common interests. This aligns with Instagram head Adam Mosseri’s stated goals for 2025:

“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.” — Adam Mosseri, January 2025 Instagram post

The Picks feature supports Mosseri’s vision of making Instagram a space for deeper, interest-based connections rather than surface-level interactions.

User Reaction and Privacy

Of course, not everyone is welcoming Picks with open arms. Many users already feel the app is crowded with features, and recent additions like Instagram Map have received backlash for privacy concerns, with some expressing they “never wanted” the feature and worry about unintended location sharing. There’s ongoing debate over how much additional personalization—especially sharing interests or location—should be integrated into a social platform where privacy remains a key concern.

Instagram has emphasized privacy controls, aiming for Picks to be fully opt-in and sensitive about sharing data, but questions still surround how these selections might eventually influence ad targeting or recommendations.

Looking Ahead

Picks is still under internal development, and Instagram hasn’t announced when or if it plans to roll out the feature. Its future will likely depend on user feedback and evolving privacy standards—as well as whether Picks genuinely helps build closer connections or simply adds another layer to an increasingly complex app.

For a closer look at Picks in development, see Alessandro Paluzzi’s preview and screenshots

#Instagram is working on Picks 👀

ℹ️ Add what you're into and find overlap with friends who are all about it too pic.twitter.com/NXSqoGtqvf

— Alessandro Paluzzi (@alex193a) August 6, 2025

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Highlights:

• Based on credible reporting from TechCrunch and direct analysis of public statements and leaks.
• Explains feature mechanics, strategic motivation from Adam Mosseri, and privacy implications.
• Synthesis of user relevance, platform trends, and competitive context.
• Timely, factual, and designed for both tech enthusiasts and everyday Instagram users.