Instagram is working on a new feature designed to bring users closer together through shared passions. Called “Picks”, the tool was first spotted by reverse engineer Alessandro Paluzzi, known for revealing in-development features, and has since been confirmed by Meta to TechCrunch as being in internal testing. No public rollout date has been announced.
How it works
Accessible via an icon at the top of the messaging section, Picks would allow users to choose their interests — such as films, TV series, music, or games — from a curated list. These preferences would then be displayed on their profiles, and commonalities with friends or other users would be automatically highlighted.
Instagram’s stated goal is to encourage conversations around shared interests, strengthen connections among members, and ultimately increase the time spent on the platform.
Shifting user behavior
For years, Instagram has relied on visible actions like likes, comments, and follows to gauge user preferences. However, as its algorithm evolves, it increasingly infers interests from subtle signals — such as time spent on a post, scrolling speed, and indirect interactions. This shift has led the platform to focus more on user interests rather than explicit self-expression.
This trend, sometimes compared to the “Dark Forest theory,” has coincided with a decline in original posts and a rise in passive, private consumption. Picks could reintroduce explicit, user-declared data, potentially improving recommendations and the overall experience.
Opportunities and concerns
While Picks may foster more genuine and authentic conversations on a platform sometimes criticized for superficiality, it also raises privacy questions. Instagram has recently faced criticism for features like the Friends Map, accused by some of encroaching on user privacy. Some fear that declared interests could be exploited for targeted advertising.
Part of a broader connection strategy
Picks joins a wave of Instagram updates aimed at boosting engagement and fostering connections, including Reels reposting, the “Friends” tab in Reels (inspired by TikTok’s “Following” feed), and the controversial Friends Map.
Whether Picks will be released to the public remains uncertain — as does whether this approach will resonate with users already facing feature overload and growing concerns over data protection.
