Instagram’s new feature lets people without pets feel the joy of having one — and you can choose your favorite breed

Instagram is a forever-transforming platform with new features dropping more often. Following their explosive success with Reels, the social media app has now added a rather cute update—virtual pets. While games like Sims Social and Pokémon Go, as well as Snapchat+ users already know the perks and joy of engaging with a graphic pet, Instagram is now joining the virtual pet parade to keep users entertained with a fluffy companion, as reported by Social Media Today. 

As of now, some users were able to try out the new feature, adding virtual pets next to their Meta avatars in the app. App researcher Jonah Manzano (@jonahcruzmanzano) shared a TikTok demonstrating how to use the feature. Instagram is encouraging users to try it out via an “Adopt a pet” prompt. Following the virtual adoption, users can change every characteristic of the pet they choose, right from the type of animal to their color, fur patterns, and more. The pets can then be flaunted on Instagram and Meta’s VR Horizon experience. 

That’s not all. Users can also interact with the pets and take pictures to add to their stories. Reverse engineer extraordinaire Alessandro Paluzzi noticed an in-development Instagram sticker called "Pals," which was likely a former version of the pet feature. The "Pals" sticker was soon updated into a Tamagotchi-inspired pet sticker that grew in size with every like from fellow users. While it could certainly encourage more people to adopt pets, the new feature also raises questions about Meta’s persistence in mimicking real life in non-real entities and environments. 

Pets remain an integral part of human lives, often becoming lifelong sources of joy, happiness, and love. Recognizing this and the immense popularity of pets on social media, Meta has employed a clever tactic to get users to spend more time on their app. A 2024 Global Pet Parent Study estimated that about 1 billion people own a pet, according to a GlobalPETS report. Of the net pet population, cats are more popular with men, accounting for 52% of cat owners. With the virtual world booming, Meta is now working to integrate pets into that space. The interactive nature, in particular, can be impactful in getting people accustomed to the new feature. 

The virtual pets feature on Instagram, a widely used social media app, can foster learning environments for children before adopting pets. Meanwhile, people who may have lost a pet or cannot adopt one for some reason can enjoy the feature as a sort of reassurance. Excluding the virtual pets, 94 million U.S. households already own one, per APPA’s 2025 Industry Report. As a result, the pet market industry is climbing up the stock ladders and catching interest from investors. Millennials are the biggest group of pet owners at the moment, making up 30% of the total number, and it is expected that the trend will continue, per World Animal Foundation. So, it is likely these pet owners will also adopt a pet on the app. Smart move!