When Instagram launched its Close Friends feature in 2018, it was designed for sharing private stories with—well—close friends. But in 2025? Brands have flipped the script.
Now, savvy marketers are turning Close Friends into a high-engagement, low-noise VIP channel. From product teasers to secret discounts, this feature can help brands foster loyalty, spark FOMO, and build deeper community connections—without cluttering their main feed.
Keen to get a little closer? Let’s explore why this quiet feature is getting a whole lot louder—and how you can use it to your advantage.
What is Close Friends on Instagram?
Close Friends is a feature that allows you to share Instagram stories with a hand-picked audience. Initially intended for personal use (think party invites, outfit polls, private rants), it’s also a nifty tool for posting exclusive content to a select list of followers, without broadcasting to everyone.
Celebs and creators quickly realized its power. Billie Eilish, for example, used Close Friends to tease her new album before going public. The message was clear: this is just for the inner circle. It wasn’t polished or overly produced—it was personal.
That same strategy can work wonders for brands. Whether you’re a global name or a niche business, using Close Friends lets you communicate with your audience like they’re insiders. Want to tease a new launch, run a poll, or get unfiltered feedback? This is the space for it.
For brands, that “you’re in the club” energy is gold—you just need to know how to harness it.
Why do brands use close friends?
So, what makes this feature so valuable for marketers?
Close Friends is kind of like your brand’s secret menu—only the people you choose get to see what’s behind the curtain. That level of intimacy creates a direct line between your brand and its most engaged followers. There’s no algorithm to fight, no noise to compete with—just your content, delivered straight to the people who actually want to see it.
Here are some of the top perks of Close Friends for brands:
- It creates exclusivity. Being added to a brand’s Close Friends list feels like a backstage pass.
- It rewards loyalty. You can offer perks, sneak peeks, or deals to your most engaged followers.
- It’s great for testing. Share campaign ideas or product mockups before a full-scale launch to gather feedback.
- It builds connection. People want to feel like they’re part of your brand’s inner circle—not just watching from the sidelines.
Plus, it plays right into the creator economy’s unpolished, behind-the-scenes vibe. More than ever, followers want access, not just content.
5 brands using Close Friends creatively
1. Away: Exclusive product previews
Luggage brand Away used Close Friends to give followers a first look at their limited-edition translucent collection. Fans were treated to early campaign imagery, behind-the-scenes shots, and shopping links before the public launch.
The result? Higher conversion from super-fans and buzz that felt earned—not forced.
2. MAC cosmetics: VIP product drops
MAC invited their most engaged Instagram followers to their Close Friends list, revealing their new Nude Collection early via stories.
It felt intimate; personal—like being let in on a secret—which boosted brand love, made followers feel valued, and drove hype ahead of the launch.
3. Nike: Surprise & delight moments
Nike added select followers to Close Friends to collect their sizing info for unexpected gifting. The campaign combined exclusivity, generosity, and personal touch—a trifecta for emotional loyalty—and was also excellent for generating word-of-mouth.
4. Recess: Community-powered content
Cool ‘n’ quirky CBD brand Recess uses Close Friends to post sneak peeks of campaigns and polls to get their audience’s input on product names, can designs, and tagline ideas.
It’s not just audience engagement—it’s audience involvement.
5. The lip bar: Private event invites
Beauty brand The Lip Bar uses Close Friends to invite followers to pop-ups and launch parties, making them feel like true VIP insiders.
IRL access + digital exclusivity = a powerful way to build brand loyalty.
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Get Started for FREE5 creative ways your brand could use Close Friends
Need ideas for how to use Close Friends to connect with your audience? Here are five plug-and-play ways to make this feature work for your brand.
1. Early access launches
Give your most engaged followers a first look at new drops or content campaigns. Sharing pre-release teasers through Close Friends can help build anticipation, create a sense of exclusivity, and make your audience feel like true insiders.
For example, a fashion brand could showcase a behind-the-scenes styling session for an upcoming collection, giving followers a chance to prepare—and buy—first.
2. Secret discount codes
Everyone loves a good discount, but close friends-only codes feel extra special. These exclusive deals can drive urgency and reward your most loyal fans without flooding your wider audience.
For instance, you could drop a 24-hour 20% off code on your Close Friends stories only to create a sense of urgency and excitement.
3. Invite-only events
Whether it's an in-store pop-up, a Zoom Q&A, or a virtual launch party, invite-only events delivered via Close Friends feel more intentional and personal.
You could host a mini masterclass, a workshop for top followers, or invite your brand’s inner circle to an exclusive launch event.
4. Beta tests and feedback loops
Launching something new? Use Close Friends to show early prototypes, new packaging, or test campaign messaging. Ask for honest feedback using polls, emoji sliders, or direct messages.
Think like Recess—co-create with your audience and let them feel like part of the process. It’s a win-win: your brand receives market data, while your followers get connection.
5. Behind-the-scenes storytelling
Show the unpolished, human side of your brand with raw, Close Friends-only moments. This could be product fails, team antics, or real talk about your founder’s journey.
For example, a food brand could share recipe testing fails, or a beauty brand could spotlight their production process from lab to shelf.
Close Friends: bringing you closer to your customers
Instagram’s Close Friends feature isn’t just for consumers anymore. Brands are turning it into a quiet powerhouse for connection, conversion, and community-building. When used well, it creates intimacy at scale—no feed clutter required.
Want to make personal content that connects without sacrificing your strategy? Use Sked Social to plan and schedule stories (yes, even your Close Friends content), track engagement, and keep things running smoothly.
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