How We Are Using the Close Friends Feature in 2025
Soooo, recently we took a page out of Billie Eilish's book and started really leaning into the 'Close Friends' feature on Instagram stories.
In fact, we actually added all our followers to the list.
Why? That's exactly what we'll get to in this blog, because while it might just seem fun, there's actually a whole strategy behind this.
Why We Are Using the Close Friends Instagram Feature
It Feels Exclusive
When that green circle pops up around your profile, it feels like you were picked by the popular kids in school. Or, someone just called you their BFF. Or, you were invited to a dinner party. On business accounts, we don't have the luxury of being on private and only getting our select audience to see our content. So, instead, this is our space to be that. This is your little exclusive group that you can share content with, knowing exactly whose eyes are going to be on it, and on their side, they also feel special, too, knowing they were hand selected.
A Space to Share the Authentic Content
Have you ever been afraid to hit the publish button on a piece of content? I KNOW I have. The voice in the back of your head is saying, "What if my clients see this?" or "What if this doesn't resonate with everyone in my audience?" We all think it. And like we mentioned above, this is your chance to control exactly whose eyes are on your content. So, it can be all your most loyal followers, vs your Instagram troll who always comments something negative for no reason.
Drives Deeper Engagement + Connection
At the end of the day, you want your audience to feel like a community. That happens when you take the time to focus on them, talk to them, and foster that relationship. This can be the space to do that! It's just like the name implies, this is close and personal. Share the kind of content here that you wouldn't post on your main grid. This stays for 24 hours, and you want your content to be binged all 24 hours. Make it feel like your BFFs' group chat, because that's how you're going to start conversations with your audience and drive a deeper connection with them. Think of this like the new version of Facebook Groups, where your audience is going to feel more inclined to share because it's a closed space with people who are most like them.
How To Add People To Your Close Friends List on Instagram
Open Instagram and go to your profile.
Tap the three horizontal lines (menu) in the top right corner.
Select Close Friends from the menu.
You’ll see a list of suggested accounts. Use the search bar to find specific people.
Tap Add next to the usernames you want included.
Now, whenever you post a Story, you’ll see a green star icon that lets you share it only with your Close Friends list.
How To Steal This Idea
We aren't saying you have to copy and paste this idea exactly (or you could!), but here are some ways you could incorporate this into your and your client's accounts!
As a Social Media Manager:
Add your dream clients or potential leads to your close friends to warm them up to you
Mini Trainings – Share "Close Friends only” tips, hacks, or tutorials.
Deeper case studies
Q&A Vault – Let Close Friends submit questions and answer them privately.
For your social media management clients:
Reward your top followers by adding them to the list, offering discounts, sneak peeks, and exclusive products.
Feedback: Ask them for feedback on packaging, designs, or flavors before launch.
Drop the sillier, more casual content you wouldn’t normally post, like memes
Unfiltered moments and stories to make them feel “inner circle” special.
Teasers & easter eggs for launches!