Instagram is developing a new feature that will help users find common interests with friends. The feature, called Picks, is in internal testing and is not yet available to the general public.
Instagram is developing a new feature that will help users find common interests with friends. The feature, called Picks, is in internal testing and is not yet available to the general public.
According to TechCrunch, the development was first reported by code researcher Alessandro Paluzzi, who posted screenshots of the interface. According to them, users will be able to choose their favorite movies, books, TV shows, games and music. Based on this, Instagram will search for matches among those who have made similar choices, so that users can find topics for conversation and strengthen connections.
#Instagram is working on Picks 👀
— Alessandro Paluzzi (@alex193a) August 6, 2025
ℹ️ Add what you’re into and find overlap with friends who are all about it too pic.twitter.com/NXSqoGtqvf
While the company hasn’t officially revealed details, Picks is likely part of Meta’s strategy to increase personal interaction on the social network. In January 2025, Instagram CEO Adam Mosseri said the service would focus on developing creativity and tools for communication between friends, including through content sharing and interactive formats.
However, not all users may be receptive to the new feature. Instagram has already received criticism for its excessive number of additional tools, for example, after the launch of Instagram Map, which many considered unnecessary.
The new feature comes amid fierce competition on social media, with TikTok actively developing recommendation tools and Snapchat focusing on personalized AR experiences. For Instagram, Picks could be a way to retain users, increase their time in the app, and strengthen connections between them directly through the platform.
As a reminder, we also published an article about how Meta updated Instagram’s safety policy, introducing automatic restrictions for accounts that frequently post photos or videos of children. These accounts will be moved to the strictest message settings, and will also receive a «Hidden Words» filter to block offensive comments.
