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Instagram is developing ‘Picks,’ a shared-interests feature

Ken Metral

13 Aug 2025 — 1 min read

Credit: Alessandro Paluzzi/@alex193a

Instagram is developing a new feature called “Picks” that aims to help users connect over shared interests, the company confirmed to TechCrunch. According to Meta, the feature is currently an internal prototype and is not yet being tested externally.

The existence of Picks was first uncovered by reverse engineer Alessandro Paluzzi, who frequently spots unreleased features while they’re still in development. Paluzzi also shared screenshots showing how the tool works: users select their favorite movies, books, TV shows, games, and music, which Instagram then uses to identify overlaps with friends who picked the same items.

Although Instagram hasn’t provided specifics, the feature appears designed to make the platform more personal by sparking conversations around mutual hobbies and cultural interests.

The concept aligns with comments from Instagram head Adam Mosseri, who earlier this year outlined the platform’s 2025 goals: “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,” Mosseri wrote in a January post.

However, the addition of Picks may not be universally welcomed. Instagram has faced criticism for overloading the app with features, with some users still voicing frustration over last year’s launch of Instagram Map, which many felt was unnecessary.

As with any prototype, there’s no guarantee that Picks will ever see a public rollout — or when that might happen if it does.

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