Since last September, Instagram has been testing a new engagement option of sharing feed posts and Reels with a ‘Close Friends’ list or a select group of followers. The app is now officially rolling this functionality out to all users.
The ‘Close Friends’ audience setting was originally launched on Instagram for Stories where users could select up to 100 people to share their Stories content with. It’s interesting to see that Instagram is expanding it to feed posts and Reels now, allowing users to have more opportunities to build close connections with each other.
The reason why Instagram has been pushing enclosed and small group interactions is due to the shift in social media usage trends, which have been observed on other platforms as well. Similarly, users have started to share more content via Stories and DMs as compared to sharing on Feed, as noted by Instagram chief Adam Mosseri who has been emphasising on the changes in users’ sharing activities.