You can now pick and choose who sees your Instagram posts, with deft use of the new Favourites functionality.

For select flavours

Favourites will let Instagrammers choose between posting as per usual and posting to Favourites.

If the latter is selected, the post will only be visible to followers that the user has added to the list of favourite followers.

It’ll still be visible in the user’s personal feed, but a special favourites badge will indicate its exclusive distribution status.

Aw Snap

Yes, Instagram Favourites is quite like a standard Snapchat feature that lets people select who they want to see a Snap.

Instagram’s Product Lead told The Verge that Favourites fills a functionality gap, that some users had been working around by creating secondary accounts with more exclusive lists of followers.

Wait for faves

The new Favourites function is presently in testing and only available to a small set of users. Once the wrinkles are flattened, the company said, though a broader rollout is expected in the next few months.

Even in its beta form, Favourites can be used to target a specific audience—albeit in a limited fashion. If and when it evolves, it could lead to a whole new toolset for brands on Instagram.

Already got good ideas for how you can use Instagram Favourites? Let me know, below.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.