May 2025
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
‘Close Friends’ on Instagram: Marketing Tips
Where digital clutter is constant and attention is short, savvy brands are taking a more intimate route to connect with their audiences.
Instagram’s ‘Close Friends’ feature — once a tool for sharing memes with your inner circle — is now a smart marketing channel for brands looking to build deeper, more intentional relationships with their community.
This shift is about more than algorithms or reach. It’s about creating trust, offering value, and giving people a reason to stick around.
What is ‘Close Friends’ – and Why Does It Matter?
Instagram’s ‘Close Friends’ lets you share Stories and Reels with a curated list of followers. No one knows who’s on the list. No one sees how you manage it. But for those who are included, it’s a digital green light — literally. That green ring around your profile means, “You’re in.”
For brands, this opens up a powerful opportunity to create exclusivity, reward loyalty, and get real-time feedback in a controlled environment. Think of it as your own branded VIP club, directly in your audience’s pocket.How UK Brands and Artists Are Making It Work
More brands are building this into their social strategies — and getting results. Here’s how it’s being done:
Billie Eilish flipped the script by adding her entire following to a ‘Close Friends’ list to tease a new album. It shot her to the top of everyone’s Stories feed. Fans felt part of something private. Engagement spiked. Marketing Examined
Bandit Running, a fitness brand focused on community, invited followers to opt into ‘Close Friends’ for behind-the-scenes access and product previews. It wasn’t about mass visibility — it was about making loyal followers feel seen and heard. Marketing Examined
Kith used the feature to roll out new product drops exclusively to their loyalty members. That sense of “you saw it first” taps into the scarcity mindset — and it works. Marketing Examined
Why Instagram’s ‘Close Friends’ Works
It’s Personal. In a sea of public posts, being handpicked feels good. Brands can use this to share founder notes, prototypes, or previews, making followers feel like insiders — not just customers. Wishpond Blog
It’s Strategic. Think of it as an experimental space. You can soft-launch ideas, test engagement, or workshop a tone of voice without the pressure of a full-blown feed post.
It’s Low-Friction. No new platform to build. No new tool to learn. It lives where your audience already is.
It’s Performative — in the Right Way. That green ring? It’s a status symbol. Followers talk about being “on the list,” which turns your Close Friends list into a brand asset in its own right.
What Brands Should Be Asking Themselves
What can we offer that feels genuinely exclusive — not just more content? Are we willing to get a bit more raw and real in this space? How can this support a wider loyalty or community-building strategy? Used well, Close Friends isn’t a gimmick. It’s a way to reward connection, build trust, and keep your audience actively engaged — even off the grid of the algorithm.