Instagram is in the middle of a new profile test that might not seem like much at first, but could be significant when you use it. The platform is trying out visible interest tags for user profiles, a way for you to display your passions. Word on the street is that you’ll be able to put up to five of them for anyone who visits your page to see.
It’s a move with some weight to it. Instagram has been all about recommendations for a while now. You don’t have to be an active follower to run into good content; Reels, Explore and the algorithm will put it in front of you. In that kind of setup, having your interests out in the open does double duty: it lets people get to know an account quickly and hands over a plain signal to Instagram about what you want to be shown.
You can see this in the offing already. Meta has been toying with similar displays in other products and has given users more say in how they are recommended things. This is just the latest in a line of features meant to improve personalization and bring people together over common ground, not just because they’re on each other’s follower list.
What we’re seeing
For now, some of you have the option to put these interests right on your profile. They’re there for visitors to see, and they’re supposed to tell you what a person is about. There’s a cap of five, which is telling. Instagram doesn’t want a laundry list of labels; they want you to be selective.
That’s the point. A short list is a summary. For a creator, it’s a chance to put “skincare” or “home design” front and center. For the rest of us, it’s a quick way to let others in on the kind of stuff we like to talk about. And it’s not for show. All signs are that what you put in those tags will have a say in what you see in the app, too.
How it works
There isn’t an official word from Instagram on the finer points yet, but it’s pretty simple. You pick a few, they go on the profile. It makes it easier for someone to figure out if you’re worth a follow.
It’s in line with the rest of what they’ve been doing. You can already nudge the topics in your Reels and feed. This is just another piece of that puzzle. And if you look at Threads, for instance, they’ve done something similar to show where you and a poster might have some overlap. Even an old Instagram feature called “Picks” was going in this direction. Meta is clearly on to something here.
Why do it now?
The timing is no accident. There’s a fine line to walk. We all want our feed to be spot-on, but you don’t want a social network to turn into a mindless stream of algorithmic noise.
These tags are a fix for that. They add some life back to a profile without a whole lot of fuss. You can size up an account in a few seconds and be on your way.
Then there’s the fact that when the system gets too good at reading your behavior, you stop making a point of it. You don’t like or comment as deliberately. An interest tag is a way for you to put down a marker.
There are a few ways to look at the upside. It makes a profile less of a mystery. It can help the recommendation engine when your viewing habits are all over the place. And it’s one more way to put the focus on what you and I have in common, rather than just what we’re both passively watching.
Where this is headed
If this goes mainstream, you’ll feel it in discovery first. A bio is only so long and a username doesn’t always tell you much. Interests give you some context.
Less of a guessing game. If you land on a page and the interests are clear, you know where you stand. For a creator in a saturated space, that could mean a few more follows.
As for the algorithm, the effect may be quieter but no less important. Instagram is already using data to build your Reels and Explore. But if you say you like endurance training or indie books, that gives the system a little more to work with, especially when your engagement is hard to pin down.
All in all, there is some reason to be circumspect. Don’t let it be said that Instagram is using profile interests to rig the search or hand you more reach on a silver platter. The company has been clear: having an interest out in the open doesn’t make up for a lack of quality, relevance, or engagement. Think of it as one more piece of data for the recommendation engine, not a way to get around it.
Then there’s the matter of engagement. When you have something in common with someone, it’s only natural to want to talk, follow, or keep in touch. In a feed where most of us are just scrolling by, even a nudge toward some common ground can be the difference.
What this means for those making and selling content
You’ll see creators be the first to put this to use. Once the feature is out there in force, they’ll have a new way to set the stage for their page before anyone has to scroll. It might not seem like much, but for a creator who straddles a few different worlds—say, a wellness type putting out on nutrition, lifting, and sleep—interest tags can put a finer point on that than a bio can.
Brands will see it from another vantage point. If profiles get more explicit about what they’re about, it’s easier to read the room. That gives social teams a leg up when it comes to positioning or even vetting a potential partner. A creator with a consistent, visible theme is a no-brainer to evaluate.
As for marketers, don’t overthink it. The right call is to be in line with what you’re actually putting out there and the audience you’re after. You can go with broad strokes if you want, but being specific and honest will probably serve you better.
It’s also a telltale sign of where Instagram is headed with its topic mapping. If you post all over the place, you won’t get much out of a clean label. But if you have a lane and stick to it, the interests, your posts, and what your followers expect will all work in concert.
Put simply: if this goes live in a big way, it will be the coherent ones who come out ahead. Not the perfect ones.
What to keep an eye on
For now, the question is whether it will happen at all. Instagram is running with it in tests, but we’ve seen that not every test makes it to the rest of the app. And if it does, the end product could be different. We may see changes in how many you can have, where they sit on the profile, or how much they move the needle on recommendations.
See how the platform ties this in with “Your Algorithm.” If they link them up, it could be a bigger part of how you curate your side of things.
And don’t forget the visibility factor. If these are out for the world to see, users are going to want to be in control of what they put up there. No one likes being put in a box they didn’t choose.
FAQ
What’s the new thing with profile interests?
A test that lets you put some of your interests on display. It’s a way for people to know what you’re into and for Instagram to have another hook for its algorithms.
How many can I put on my profile?
From what we’re hearing, you can do five. Seems like they want to keep it from getting cluttered.
Will it change my feed?
Maybe. It stands to reason that what you put down there could have some say in what you see, in line with the kind of controls Instagram has been rolling out.
Is it for everyone?
Not yet. It’s in testing. They haven’t put a date on a full release, and some of these things don’t make the cut.
How is it from “Your Algorithm”?
“Your Algorithm” is for you to fine-tune what you see in Reels and Explore. This is public-facing; it shows others where you’re at while maybe underwriting those same preferences.
Are these the same as ad interests?
No. Ad interests are for the ads you get served. This is for your profile and how you connect with the app.
Can it help a creator get found?
Sure. If a profile is straightforward about what it’s about, you’re more apt to hit follow. It sets expectations right off the bat.
Any impact on Search?
Nothing to say they’ll be factored in directly. But a profile that is easy to understand is more likely to be discovered.
So what should a brand do?
Be true to your content. If you’re in the skincare game and you post about ingredients and the science behind it, put those down. Consistency is key, not a list of keywords.
What will be on the list?
The usual suspects: music, sports, fashion, gaming, food, you name it.
Does it get into privacy?
Some will see it that way. When you make something public, you want to be sure you can edit or remove it. Instagram will have to be transparent on that front if they push this further.
