Instagram has rolled out Your Algorithm in the U.S., a new feature that lets users view – and actively adjust – the topics that influence their Reels recommendations.
Why we care. This has the potential to change how audiences find content. As people highlight interest in particular niches, hobbies, or brands – whether that’s running shoes, vintage fashion, or home organization – Instagram is likely to surface more of that material, potentially increasing visibility for brands posting relevant Reels.
How it works. A new Reels icon opens a tailored list of topics (for example: sports, thrifting, horror movies, pop music, chess, day in the life, college football, skateboarding) that Instagram thinks “you’ve been into” recently, based on Meta’s AI. From there, you can:
- Tap to indicate you want to see more or less of a topic, or add new topics yourself.
- Share a snapshot of your algorithm to Stories.
What’s next. According to Instagram, Your Algorithm will soon appear in Explore, the search tab, and additional surfaces, with an English-language global rollout on the way. Over time, these controls will apply beyond just Reels.
What Instagram is saying. Tessa Lyons, Instagram’s vice president of product, told Fast Company:
- “We’re always trying to show people the best possible reels for them. I think we do a pretty good job today, but we don’t always get it right, and we know that people’s interests change. What we really want to do is give people control over the experience that they have on Instagram.”
Similar to TikTok’s feature. TikTok launched a Manage Topics feature last year, but its options are broader and less tailored. People pick from high-level themes like travel or current affairs, whereas Instagram’s list is highly personalized and based on each user’s recent behavior.
The announcement. Adam Mosseri, head of Instagram, revealed the feature on Instagram.