After testing it for the past few months, Instagram finally rolled out its new "Flipside" alternative profile option to a small subset of users.
The "Flipside" is an alternative profile space available only to you and your chosen connections on Instagram.

Once you have created a Flipside, you can then select it as your post audience, meaning your post will only go to that space. You can then visit and view your Flipside as an alternative profile gallery, where you can also add a new profile name and picture, if you choose.
That is, it is another avenue where IG can push forward toward the more private sharing - and to that extent, private conversations - which has proven one of the most relevant, key trends of the later social apps. This was when less people had come forward to posting in the general public feeds, thus focusing on more compact communities closer to their engagement base which, specifically, has shown a trend of quite major movement for Instagram.

Indeed, as recently as 2022, Instagram chief Adam Mosseri said that IG users were posting a lot more to stories, and sending a lot more DMs, than they were posting to their main feed. For this reason, Instagram has since added inbox Notes, private interactions, collaborative collections of IG posts that can be shared with specific users, and DM Channels, where you can follow high-profile users.

Flipside is another version of the same, but this one also extends Instagram's previous experiments to allow multiple profile management, so you may have different personas in that app.

Will it be a winner? It is hard to say, but I guess it's targeted at young users, which Instagram so desperately wants to retain them, as they are migrating more and more to TikTok and Snapchat. Notes has found to be a hit among teens, and perhaps Flipside will be, also offering another way for IG to enable more engagement, based on trends.

We'll have to wait and see, since this feature is not available for all users, in all regions, yet.

We'll keep you posted on anything new.