Instagram is developing a feature called “Picks” that lets users choose their favorite movies, books, TV shows, games, and music—and then identifies overlaps with friends who have similar tastes (TechCrunch). While still a prototype and not yet publicly available, Picks signals where Instagram is heading—toward stronger, interest-based social connections.

Here’s why Shopify brands should start paying attention:

What Picks Could Enable:

• Interest‑based Micro‑Communities: People choosing their favorites likely form clusters around shared tastes. That means brands can connect with small, highly engaged groups with precise content and product relevance (Social Discovery Insights, EMARKETER).
• Self‑declared Targeting: Unlike inferred behavior, Picks may reflect conscious choices. For ecommerce, that’s gold—brands could tailor campaigns to customers who explicitly identify with certain entertainment or lifestyle preferences.
• Rich Storytelling Opportunities: Articulating how your product fits into customers’ cultural lives invites deeper engagement. E.g., “If you’re geeking out over [TV show], our [related product] makes for the perfect companion” feels personal, not forced.

How Shopify Merchants Can Get Ready:

1. Define Brand‑Interest Identity
   Map your product’s cultural touchpoints. Does your brand align with gaming, movie genres, music, self‑care or niche hobbies? Establish that identity now—for example, an athleisure brand tied to wellness podcasts, or home decor tied to certain design shows.
2. Craft Content that Aligns
   Create posts or ads referencing shared interests—like “Did someone say [TV show]? This product fits right into that vibe.” Prepare ad creative and product bundles that reflect emerging interest themes.
3. Seed Community Engagement
   Begin promoting “interest tribes” via hashtags or story prompts: “Show us your top [genre] picks using our product,” or “Tag a friend who shares your favorite podcast.” Capture engagement that pre‑fills Instagram’s future intent graph.
4. Plan for Collaborative Moments
   In anticipation of Picks, build experiences where friends can shop together—bundle promotions like “Buy two for each other” or limited‑edition add‑ons tied to fandoms, encouraging word‑of‑mouth among connected users.
5. Monitor Privacy and UX Feedback
   Instagram users have pushed back on new features they didn’t ask for (e.g. Map or activity sharing) (EMARKETER, TechCrunch, TechCrunch). When Picks is released, watch how users respond and adjust your tone and approach to avoid appearing overly invasive or data‑hungry.

In Summary

Brands that align with cultural interests and preemptively weave that into creative and product offerings will gain early traction when Picks launches. If your Shopify store already has a voice that resonates with specific fandoms or lifestyle circles, you’ll be steps ahead. Draft your interest‑based campaigns now and stay primed for a smarter, more personal Instagram era.