Instagram Rolls Out 'Finsta' Feature: Flipside

Matt Navarra

Instagram has begun rolling out Flipside, a feature enabling users to create a private version of their profile exclusively for friends.

With Flipside, users can share content visible only to those added to this profile. When they post content, they can choose 'Flipside' as an option under 'Audience,' similar to sharing posts with Close Friends.

Why It Matters: Flipside introduces a native feature for ‘Finstas,’ fake Instagram accounts typically used by teens to share candid or private posts with a subset of friends. As ‘Finstas’ have become more popular, Instagram has been experimenting with features that enable private sharing, such as Close Friends and Audience options.

Flipside provides the complete 'Finsta' experience, eliminating the need to manage separate accounts for sharing with select people. This can also help Instagram in getting more of its younger users to share to the Feed, rather than solely relying on Stories and direct messages.

Beyond private sharing, Flipside offers opportunities for creators and brands to deepen connections with their top followers and even gamify access. One specific way that creators could use the feature is by sharing posts to Flipside that provide a behind-the-scenes version of content shared on their primary account. For example, a fashion creator might post a 'Get Ready With Me' video on their primary feed and then shortly after share on their Flipside a talking-head-style, candid video showing how they put their outfit together.