Instagram: Add Interests, Get Better Reels

Instagram’s “Add Interests” Feature: How It Could Change Profiles and Reels Recommendations

Instagram is testing a new “Add interests” feature that may let users showcase topics on their profiles while also helping the app refine Reels recommendations. The test reflects Instagram’s broader push to make profiles more expressive and discovery more personalized.

What the “Add Interests” feature appears to do

The feature is designed to let users display topics they care about directly on their profiles. In practical terms, that could give visitors a quick snapshot of a person’s interests, while also feeding Instagram more signals about what that user wants to see.

• Users may be able to add visible topic labels to their profiles.
• Those interests may help Instagram tune Reels suggestions more accurately.
• The feature appears to combine public self-expression with recommendation personalization.

Why Instagram is testing it

Instagram has long relied on engagement signals to rank and recommend content, especially in Reels. An “Add interests” feature could give the platform a more direct way to understand user preferences instead of inferring them only from behavior such as likes, follows, and watch time.

That would also help profiles become more informative at a glance. For users, it may create a simpler way to signal what they enjoy without having to post repeatedly about the same topics.

How it could affect Reels recommendations

If Instagram uses profile interests as part of its recommendation system, the app could deliver Reels that align more closely with a user’s stated preferences. This may improve discovery for some users, especially those whose viewing habits do not fully match their broader interests.

• Better topic matching could make recommendations feel more relevant.
• Users may gain more control over the types of Reels they see.
• Creators could benefit if their content reaches people who actively care about those topics.

Potential benefits for profiles and creators

For everyday users, the biggest advantage may be clearer profile identity. Instead of relying only on bios, posts, or highlights, users could show interest categories in a more structured way.

For creators, the feature could help profile visitors immediately understand a creator’s niche. That may support follower growth, improve audience alignment, and make profiles more useful for brand partnerships or community building.

What users may want to consider

Any feature that makes interests more visible also raises questions about privacy and self-presentation. Users may want to think carefully about which topics they display publicly, especially if those interests shape how others perceive their account.

It is also worth remembering that testing does not guarantee a full launch. Instagram often experiments with features before deciding whether to expand them more broadly.

Conclusion

Instagram’s “Add interests” test suggests a future where profiles do more than identify a person, they may also help shape what that person sees next. If rolled out widely, the feature could make Reels recommendations more personalized while giving profiles a more expressive and useful role.