Instagram loves trying new things, and especially loves testing them with just a few users to see how they work before officially launching them. Many regular users of the platform (myself included) have come across a new option when looking at our profile next to the bio: “Add interests.” However, for the moment, trying to click it and get it to work is a losing battle. What is the new feature for? From what we're hearing, this feature has been in Instagram's plans since 2022. The fact that it's not clickable has led some users to wonder if it was “launched by accident” or “a mistake.” Adding interests to your Instagram profile aims to improve your experience on the app and will let potential followers know what interests you most. Just like they did with the “create your own algorithm” option, this is simply another step towards the hyper-personalization of the app. For creators, this can be a huge advantage, as it allows Instagram to understand the type of content you create and your niche. By providing more context about you, there will be more opportunities to reach your target audience. We suspect it will work similarly to this same feature in Threads. When you add interests in Threads, they appear on your profile and redirect you directly to communities discussing that topic. Speculating a bit, perhaps Instagram will take you to Reels and content related to that theme. If you don't yet have this option available in your Mosseri app profile, or like me, if it's available but unusable, you can try it in Threads. To do this: .Go to your profile. .Tap "Edit Profile". .Tap "Interests". .Search for a topic or community. If you click on one of the results, it will automatically be added to your interests. To remove a topic from your interests, click the minus sign (-) next to the topic. To remove a community from your interests, click "You are a member" next to the community and confirm your choice. When you're finished, click "Done" to save your changes.