Instagram working on ‘Picks’ to connect users through shared interests

Instagram

Instagram is developing a new feature called “Picks” that could help users discover friends with similar tastes in entertainment and hobbies. The Meta-owned platform confirmed to TechCrunch that Picks is currently an internal prototype and is not yet being tested with the public.

The existence of the feature was first revealed by reverse engineer Alessandro Paluzzi, known for uncovering hidden or unreleased functions in popular apps. Paluzzi shared screenshots that suggest Picks will allow people to choose their favourite films, books, TV shows, music, and games. Instagram would then compare these selections with those of friends and highlight where preferences overlap.

Although Instagram has not shared an official launch date or full details, the concept appears designed to make interactions on the platform more personal and conversation-driven. By identifying common ground between users, Picks could encourage more direct engagement, beyond simply liking or commenting on photos.

The idea aligns with Instagram head Adam Mosseri’s comments earlier this year, in which he outlined plans for 2025 focused on enhancing creativity and connection. He noted that the company intends to “double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends.” Features like Picks could fit neatly into that vision by creating talking points based on shared cultural interests.

However, not all users are likely to welcome the addition. Instagram has been criticised in recent years for adding numerous features, with some feeling the core experience has become cluttered. The rollout of Instagram Map, for instance, drew backlash from those who felt it was unnecessary or irrelevant to how they use the app. Picks could face similar resistance from people who prefer a simpler, more streamlined interface.

As with any feature in early development, there is no guarantee Picks will ever reach the public. Instagram regularly experiments with prototypes that never make it past internal testing. For now, it remains unclear whether the feature will be offered globally, in select regions, or in limited trials before a wider release.

If it does launch, Picks could offer a new way to build and strengthen connections on Instagram: particularly for users who see the platform as more than just a photo-sharing tool and want to engage around shared passions. Whether it becomes a well-loved addition or just another unused icon will ultimately depend on how seamlessly Instagram integrates it into the app’s already crowded interface.