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Instagram is now officially testing a new feature called Flipside, designed to formalize the concept of "Finstas" or fake Instagram accounts.

First reported last year, Instagram confirmed to TechCrunch that the prototype is now being tested with real users. While the test may ultimately fail, we usually see features like this get a wider release once they get to this stage. So it’s a safe bet that Flipside will be available to most users in the coming weeks or months.

What is Flipside?

Flipside allows users to create a private, more personal space within their existing Instagram account, where they can share content exclusively with a select group of followers. This feature represents an official nod to the popular practice among users—particularly younger demographics—who have long used secondary accounts to share less polished, more authentic content with close friends.

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When activated, you have the opportunity to set up a custom profile complete with a unique name, bio, and photo. Then, you can curate a smaller, more intimate group of followers.

Swiping down on a main profile will reveal Flipside profiles. This integration suggests a seamless user experience, ensuring that private sharing remains a core part of the Instagram experience without necessitating a separate account.

This initiative comes as Instagram recognizes the user desire for more private sharing options beyond the existing Close Friends feature.

Why it Matters

The introduction of Flipside is significant for social media marketers for several reasons:

1. It signals Instagram's acknowledgment of users’ ongoing desire for more nuanced privacy controls and personalized sharing spaces.

2. The feature's focus on private sharing underscores the growing importance of authentic, personal content in engaging audiences, a trend that marketers need to incorporate into their strategies.

3. Understanding the dynamics of private sharing on Instagram can help marketers tailor their approaches to reach audiences more effectively, respecting the boundaries between public and private social spaces.

Be sure to keep an eye on the development of Flipside. As Instagram tests and potentially rolls out this and other new features, take time to consider how these changes impact audience engagement and content strategy.