You've probably noticed that weird little label at the top of your Instagram Reels lately. One minute you're watching a random person fry an egg in slow motion, and the next, you see a tab labeled "Friends" staring back at you. It’s not just a subtle design tweak. It is a massive shift in how the app actually wants you to spend your time.
Instagram is basically trying to crawl back to its roots. Remember when the app was just photos of your lunch and your actual friends? Somewhere between the TikTok-ification of the world and the endless sea of AI-generated "hustle culture" clips, we lost that. The With Friends feature on Instagram—more commonly referred to officially as the Friends tab in Reels—is the platform's attempt to fix the "social" part of social media.
Honestly, it’s about time.
What Is the With Friends Feature on Instagram?
Let’s get the technical jargon out of the way. The With Friends feature on Instagram is a dedicated feed within the Reels section that prioritizes content based on what your mutual followers are doing.
It isn't a secret club. It’s a filter.
When you tap that Friends tab, the algorithm stops guessing what a stranger in Ohio thinks is funny and starts looking at your actual social circle. You'll see three specific types of content here:
- Reels created by people you follow who follow you back.
- Public Reels that your friends have liked or commented on.
- Content from "Blends"—those shared, private feeds you can start with a bestie.
It feels different because the signal has changed. Usually, Instagram shows you stuff because it thinks you’ll like it. In the Friends tab, the signal is: "Hey, Sarah liked this, so you might want to talk to her about it."
How to Find It (If You Haven't Already)
It's surprisingly easy to miss if you're a creature of habit. Open your app and hit the Reels icon at the bottom center. Now, look at the very top of your screen. You should see two headers: Reels and Friends.
Tap "Friends."
The UI shifts. Suddenly, you’ll see little profile bubbles or names attached to the videos. These indicate which of your friends interacted with that specific Reel. It’s a bit like the old "Activity" tab from 2015, but instead of a boring list of text, it’s an immersive video feed.
Why This Matters More Than "Close Friends"
People get these mixed up constantly. Look, "Close Friends" is for your secrets. It's for the 3:00 AM rants you only want ten people to see. It’s a privacy tool.
The With Friends feature is the opposite. It’s a discovery tool.
While Close Friends hides content from the masses, the Friends tab surfaces public content through a social lens. It’s about "connected reach." If I like a video of a cat playing a piano, and we’re mutuals, that video might show up in your Friends tab. I didn't send it to you. I didn't tag you. My simple "like" acted as a vote of confidence that moved that video into your digital space.
It’s a subtle way of peer-pressuring the algorithm.
The Privacy Catch
Kinda creepy? Maybe. If you don't want your friends seeing every weird DIY video you heart at midnight, you have to be proactive.
Most people don't realize they can opt out. You have to dive into your settings, find the "Who can see your content" section, and look for Activity in Friends tab. You can set this to "No one" if you’d rather keep your scrolling habits a mystery.
The 2026 Strategy: Why Instagram Is Doubling Down
Why did they build this? Because we stopped talking to each other in public.
Most interaction on Instagram moved to the DMs years ago. We share Reels in group chats, but we don't comment on the posts themselves anymore. Instagram hates this. They want "public" engagement because that’s what keeps the platform alive for advertisers and creators.
By showing you what your friends liked, they’re baiting you into commenting. "Oh, Mike saw this too? Let me @ him right here."
It’s clever. It’s also a direct response to the "lonely" feeling of modern social media, where you're surrounded by millions of people but interacting with zero of them.
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What Creators Need to Know
If you're trying to grow an account, this feature is your new best friend. Or your worst nightmare.
In the main Reels feed, you're competing with the entire world. In the Friends tab, you only need to convince one person in a friend group to like your video. If you land that one like, you suddenly have a bridge into the feeds of their entire circle.
This is why "relatable" content is winning in 2026. High-production, glossy ads don't get likes from friends. They get scrolls. But a funny, slightly unpolished observation? That gets a like. And that like is a ticket to the Friends tab.
Practical Steps to Master the Feature
If you want to actually use this for more than just mindless scrolling, here is how you handle it.
- Clean your "Following" list. If you follow 3,000 people you don't actually know, your Friends tab will be hot garbage. It relies on mutual follows. If you want a better feed, mute or unfollow the noise.
- Use the Reply bar. Instagram has moved the reply bar to the front of the interface in the Friends tab. It’s literally begging you to talk. If you see a friend’s bubble on a Reel, tap it. It sends a DM or a comment that keeps the "social" signal strong.
- Check your Blends. If you have a "With Friends" Blend with a partner or best friend, those recommendations will now pepper this feed. It’s a great way to keep a shared vibe without having to constantly send links back and forth.
The Verdict on the With Friends Feature
Is it a game-changer? It depends on how you use the app. If you use Instagram as a solo entertainment machine, you’ll probably ignore it. But if you’re tired of the "For You" algorithm feeling like it's trying too hard to sell you something, the Friends tab is a refreshing detour.
It turns the "void" of scrolling into a shared experience again.
Next Steps for You
Take two minutes to check your privacy settings. If you value your privacy, toggle that "Activity in Friends tab" to off. If you're a creator, start focusing on "shareable" hooks—things people would actually want their friends to know they liked. The goal now isn't just to be seen; it's to be the reason a friend connects with another friend.
Stop scrolling the main feed for ten minutes today and sit in the Friends tab. You might actually find something worth talking about.