A new section in the Reels tab displays what videos your friends have engaged with.
Instagram is reviving one of its most controversial features from the past—this time, with a twist designed for the short-form video age. The app is introducing a new tab within the Reels feed that showcases videos your friends have liked or commented on. This feature, announced by Instagram head Adam Mosseri in a video message, aims to blend entertainment with connection.
In this new Reels feed, you’ll be able to see which friends have liked a video or added a temporary “note” to it, a nod to the now-defunct “activity” feed that Instagram retired in 2019. “We want Instagram to not only be a place where you consume entertaining content, but one where you connect over that content with friends,” Mosseri explained.
The move comes as Instagram continues its push to make Reels a stronger competitor to TikTok, which has dominated the short-form video space with its personalized algorithm and immersive user experience. While Instagram hopes this feature will foster more interaction among friends, it’s not without potential drawbacks.
A Polarizing Feature Returns
For some users, the return of a social activity feed could enhance their experience. Sharing mutual interests, laughing over a funny clip, or bonding over a trending topic might feel more natural when you can see what your friends are engaging with. However, many people might view this change as an invasion of privacy.
When Instagram removed its original “activity” feed in 2019, the decision was celebrated by users who felt scrutinized by the visibility of their every like and follow. Back then, it wasn’t uncommon for people to discover surprising—and sometimes embarrassing—insights about their friends’ online behavior. Reintroducing this concept for Reels might bring back those same concerns. After all, do your friends really need to know you’ve liked every single Shohei Ohtani highlight video?
Privacy Concerns and User Behavior
The feature raises important questions about user privacy. Meta, Instagram’s parent company, has yet to clarify whether users will have the ability to opt out of sharing their activity in the Reels feed. If there’s no way to keep your likes private, the feature could have unintended consequences.
For instance, some users might hesitate to engage with content they genuinely enjoy for fear of judgment or misunderstanding. The hyper-personalized nature of platforms like TikTok—where your feed reflects your unique interests—is part of what makes them so appealing. Forcing users to broadcast their likes could dilute that sense of individuality and create a less authentic experience.
Other platforms, like X (formerly Twitter), have taken the opposite approach by concealing users’ liked posts. This decision was partly driven by public backlash when high-profile individuals were caught liking controversial or embarrassing content. It’s not hard to imagine similar scenarios unfolding on Instagram if this new feature is widely implemented.
Strategic Timing for Instagram
Instagram’s timing is interesting. The company is rolling out this feature as TikTok faces increased scrutiny and the possibility of being banned in the U.S. If TikTok is forced to exit the market, Instagram’s Reels could capture a significant share of displaced users. Enhancing the social element of Reels might be a calculated move to make the platform more engaging and attract a broader audience.
However, Reels has struggled to replicate the magic of TikTok. Many creators and users have criticized Reels for lacking the authenticity and creativity that define TikTok’s culture. While the new “friends’ likes” feature could add a layer of drama and intrigue, it might also push away users who value privacy and personalization.
What’s Next?
As Instagram experiments with this feature, it’s crucial for the platform to address user concerns. Offering opt-out options or customizable privacy settings could help mitigate backlash and ensure the feature appeals to a wider audience. Without these safeguards, Instagram risks alienating users who don’t want their every interaction broadcast to their social circle.
Ultimately, Instagram’s latest move reflects a broader trend in social media: the constant balancing act between fostering connection and respecting privacy. Whether this feature will reignite users’ love for Reels or create new controversies remains to be seen. One thing is certain: Instagram’s attempt to revive the activity feed, reimagined for the Reels era, is bound to get people talking.
