Hajra Naz
Instagram is quietly testing a change that could reshape how users think about their connections on the platform. Instead of highlighting how many accounts a user follows, Instagram is experimenting with showing a “friends” count instead.
So what qualifies as a friend on Instagram? In this test, it’s simple: someone who follows you back.
A New Take on “Friends”
Under the experiment, a user’s profile would replace the traditional “following” number with a “friends” count. That means if you follow thousands of accounts but only a few hundred follow you in return, your profile would display the smaller, mutual-follow number instead.
For users who pay close attention to follower metrics, this could introduce a new, more revealing ratio—how many followers are actually friends.
Meta confirmed that the change is part of a small global test. A company spokesperson said the goal is to better understand how people respond when content from friends is emphasized more clearly across the app.
“Friends are central to the Instagram experience,” the spokesperson said. “We’re exploring ways to make these connections more visible and meaningful.”
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Friends Move Into the Feed
The test doesn’t stop at profile counts. Meta is also experimenting with labeling certain feed content as “friends” rather than “posts” or “following,” signaling a broader effort to highlight personal connections throughout the app.
Is Instagram Still a Place for Friends?
For many users, Instagram has felt increasingly distant from its original purpose. As influencers, brands, and algorithm-driven content have crowded feeds, sharing moments with friends has taken a back seat.
That shift helps explain why Instagram has spent years building features centered on closer connections. The platform has leaned heavily into direct messaging, expanded its Close Friends tools, and introduced new friend-focused experiences.
One example is Blend, a feature that allows two friends to share a joint feed of Reels. Instagram has also rolled out a social mapping feature similar to Snapchat’s map, along with a Friends feed inside the Reels tab that highlights content friends are engaging with.
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A Broader Strategy
Instagram head Adam Mosseri has been open about the company’s direction. In an August post, he said he wants Instagram to be a place where users can “actually engage with and connect with the people that you care about.”
The new “friends” definition—and the shift away from raw following numbers—suggests Instagram is trying to rebalance its identity, nudging the platform back toward personal connection rather than pure reach and visibility.
