Instagram is experimenting with a new feature that allows users to share their main feed posts exclusively with their 'Close Friends' list, as part of an effort to make the platform more intimate and friend-focused.

Feature Spotted in Screenshot, Aims to Personalize Feed

A screenshot of this unreleased feature was shared on X (formerly Twitter) by Lia Haberman, a digital marketing instructor in New York. She mentioned that the screenshot was captured by someone testing the feature in the United Kingdom. Some other users have also shared screenshots of the same on X.

The aim of letting users share feed posts to just their Close Friends is to make the Instagram experience more personalized. Currently, the platform's algorithmic feed shows content based on popularity and other signals, not personal relationships.

Part of Broader Effort to Strengthen Friend Connections

This new Close Friends feed sharing test is part of Instagram's broader push to strengthen interactions between friends and close connections on the platform.

In recent months, Instagram has released several friend-focused features including Notes for sharing text updates, music and location sharing within Notes, and a short blogging app Threads.

The company is trying to reduce the impersonal nature of the app by giving users more ways to communicate with their inner circle.

Provides More Control Over Audience

If implemented widely, the option to share feed posts with just Close Friends would give users more control over their audience reach.

Currently, Instagram only allows sharing Stories, not main feed posts, with a Close Friends list. This is why some adopt secondary accounts just for their close friends.

Having the ability to easily share feed posts with their inner circle could reduce the need for maintaining separate accounts.

Testing in Select Countries, Timing of Wider Rollout Unclear

The 'Close Friends' feed sharing feature is currently being tested by Instagram, owned by parent company Meta, in a few undisclosed countries.

A Meta spokesperson confirmed to TechCrunch that they are "exploring new ways for our community to express themselves," but did not provide details on where it is being tested or when it would expand further.

Leaker Alessandro Paluzzi first revealed that Instagram was working on this feature back in May 2022, by digging into the code.

The timing of a full rollout remains unclear. But it signals Instagram is focused on more personal, friend-driven sharing.

Instagram May Compete with TikTok and YouTube

In addition to the Close Friends feed test, Instagram is gearing up to support longer videos. It is reportedly increasing Reels length from 60 seconds to 10 minutes.

This signals Instagram continues evolving into a video platform competing with YouTube and TikTok. However, it may threaten its photo-sharing roots if video dominates.

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