Instagram is rolling out a new feature to Reels: a dedicated ‘Friends Liked’ tab. This addition allows users to see Reels that their friends have liked, creating a more personalized and social browsing experience. With this update, Instagram continues its focus on fostering connections and enhancing discovery through short-form video content.
This feature highlights Instagram’s commitment to building a more interactive social space, blending algorithmic recommendations with peer-driven discovery. It’s a strategic move to keep users engaged and bolster Reels as a competitor to TikTok.
What is the ‘Friends Liked’ Tab?
The ‘Friends Liked’ tab is a new section within Instagram Reels that curates videos based on the Reels your friends have liked. Instead of solely relying on the algorithm to suggest content, Instagram now incorporates a social layer into the Reels experience. This lets users discover new creators and content that align with their friends’ interests.
The feature is available to users by navigating to the Reels section, where they’ll find a tab showcasing videos liked by their connections.
Why Instagram Introduced the Feature
Encouraging Social Engagement
With the rise of TikTok’s personalized content algorithm, Instagram aims to stand out by integrating a social dimension into its recommendations. The ‘Friends Liked’ tab emphasizes shared interests and strengthens the bond between friends through digital interactions.
Increasing Reels Consumption
As Reels continues to be a major growth area for Instagram, this update encourages users to spend more time exploring and engaging with short-form videos.
Building Community
The feature is also a step toward fostering a sense of community. By showing content liked by friends, Instagram creates a more relatable and intimate content ecosystem for users.
How the ‘Friends Liked’ Tab Works
- Access the Tab
The new tab is located within the Reels section. It’s designed to blend seamlessly into the interface, ensuring ease of use. - Content Curation
The tab pulls in Reels that your mutual Instagram connections have interacted with. The aim is to make these suggestions more relevant and socially driven. - Privacy Considerations
Instagram ensures that the feature respects user privacy, as it only displays likes from accounts you follow. If an account has private likes, their activity will not appear in this tab.
Impact of the Feature on Users and Creators
For Users
The ‘Friends Liked’ tab creates a more meaningful discovery process. Instead of relying solely on random recommendations, users can explore Reels that resonate with their social circles. This fosters deeper connections and increases engagement.
For Creators
This update provides an additional avenue for content creators to gain visibility. If a Reel resonates with one person, it’s more likely to reach their network, amplifying the potential for organic growth and virality.
What This Means for Instagram’s Strategy
Challenging TikTok
Instagram’s move is a clear attempt to differentiate Reels from TikTok by adding a layer of social discovery. While TikTok relies heavily on algorithmic recommendations, Instagram aims to blend algorithms with peer influence.
Boosting Engagement Metrics
By giving users a direct way to see what their friends enjoy, Instagram can drive more meaningful interactions, leading to increased time spent on the platform and improved user retention.
Monetization Opportunities
For marketers, the ‘Friends Liked’ tab could open new avenues for promoting content. Brands that successfully create engaging Reels could benefit from expanded visibility within users’ social circles.
To learn more about how Instagram introduces new DM features to boost collaboration and chat, check out our guide on Instagram’s New DM Features for Better Engagement.
How Marketers Can Leverage the Update
Focusing on Shareable Content
To take advantage of the ‘Friends Liked’ tab, marketers should create content that sparks engagement and encourages likes. Content that appeals to emotions or trends is more likely to be shared and liked, amplifying its reach through social networks.
Collaborating with Influencers
Influencers have a direct connection with their followers. Their liked content appearing in the ‘Friends Liked’ tab gives brands an opportunity to gain organic exposure through influencer partnerships.
Localized Campaigns
In regions like the Middle East, where Instagram usage is high, this feature can be leveraged to target niche communities. Culturally relevant and localized Reels have the potential to go viral within close-knit groups, particularly during events like Ramadan or national celebrations.
Key Takeaway for Marketing Managers
Instagram’s ‘Friends Liked’ tab is a game-changer for brands aiming to maximize visibility and engagement on the platform. By focusing on creating highly shareable Reels and leveraging influencer partnerships, marketers can tap into this new layer of social discovery to reach broader audiences. For Middle Eastern campaigns, culturally tailored Reels that resonate with regional traditions can drive significant traction.
By integrating social interactions into content discovery, Instagram is setting the stage for a more collaborative and engaging platform. This is a prime opportunity for marketing managers to experiment with creative, community-driven content strategies.
