Instagram introduces a “Friends” counter: the platform is changing the logic of connections

A strategic return to personal interaction

Instagram is preparing to test a new feature that may significantly change how user relationships are perceived on the platform. Instead of highlighting the total number of followers, some profiles will display a “Friends” counter, showing only mutual connections — users who follow each other. The company describes this update as a small global experiment aimed at understanding how audiences respond when content from real connections gains more prominence in the feed.

As of 2024, Instagram has surpassed 2 billion monthly active users, making it one of the most influential digital platforms worldwide. However, independent studies indicate that over 60% of content in an average user’s feed now comes from brands, influencers, and algorithmic recommendations, rather than people they know personally. This shift has gradually transformed Instagram from a social network into a content consumption platform.

Why Instagram is rethinking followers

According to Meta representatives, strengthening genuine social bonds has become a priority again. User behavior data supports this direction: around 70% of interactions with close contacts happen in private messages, not in the public feed. In addition, content shared within smaller, trusted circles consistently performs better — internal metrics show that posts shared among close connections receive up to three times higher engagement than general recommendations.

The “Friends” label is also being tested inside the feed, replacing generic indicators like “Posts” or “Suggested.” This change aligns with previous updates such as Close Friends, shared Reels feeds, and location-based social features. Together, they signal a broader strategy: shifting attention away from public metrics and back toward meaningful interaction.

What this change could mean

If the experiment proves successful, Instagram may reduce the social pressure tied to follower counts and encourage users to value real connections over visibility. For everyday users, this could mean a more personal feed and less emphasis on numerical popularity.