In an effort to address the challenge of ‘finstas’ and provide users with a more discreet way to share content with close connections, Meta-owned Instagram is currently testing a feature known as Flipside.
Instagram Head Adam Mosseri expressed uncertainty about launching Flipside on Instagram, acknowledging the balance between creating a private space and adding another layer to audience reach with secondary accounts and Close Friends. Meta Executive confirmed the ongoing testing of this feature, emphasizing their commitment to exploring new ways for people to connect on the platform.
So, what exactly is Flipside?
Initially discovered by reverse engineer Alessandro Paluzzi, Flipside is envisioned as “a new space just for you and your friends.” It allows users to create a custom profile with a unique name, bio, and photo, enabling the sharing of exclusive content with a selected group of followers. Social media consultant Matt Navara recently shared a video demonstrating how Flipside operates, revealing its role as an alternative profile for users to share reels or posts exclusively with chosen individuals.
This potential addition to Instagram’s features comes in response to the prevalence of ‘finstas’—fake Instagram accounts often used by individuals and celebrities for interactions with close friends. The term gained attention in 2021 during a congressional hearing where Meta was questioned about its commitment to addressing the finsta issue.
As Instagram tests Flipside, it aims to provide users with a more private and controlled space for sharing, catering to the evolving needs and preferences of its diverse user base.