Instagram gives users algorithm control
Instagram just launched “Your Algorithm” to customize Reels. Here’s how it could impact content strategy
Instagram just cracked open the black box that determines what you see on Reels. For the first time, users can directly influence how the algorithm works.
On December 10, Instagram launched “Your Algorithm”, a new feature that shows users what topics influence their Reels feed and lets them make manual adjustments. For marketers, this signals a new era of transparency and user control that could change how Reels content is surfaced and discovered.
This article unpacks how the new tool works, why Instagram is doing this now, and how brands should adjust their content strategy in response.
Short on time?
Here is a table of content for quick access:
- What happened: users can now fine-tune their Reels algorithm
- Why now: pressure mounts on algorithm transparency
- What marketers should know
Patrecia Meliana
Users can now fine-tune their Reels algorithm
With the new tool, Instagram is giving users the power to shape their own algorithm. Here's what that looks like:
- When watching Reels, users will see a new icon in the top right corner (two lines with hearts)
- Tapping it reveals a summary of topics Instagram thinks you care about, generated by AI based on your viewing habits
- Users can then choose to see more or less of these topics, or even add entirely new interests
It is a significant shift from the platform's previous black-box approach. The tool is currently available in the US and will soon roll out globally in English. Instagram also confirmed plans to expand “Your Algorithm” beyond Reels into the Explore tab and other parts of the app.
Pressure mounts on algorithm transparency
This move comes amid growing pressure on tech platforms to offer more transparency and user control. Social media companies have long treated their algorithms as trade secrets. But regulators and advocacy groups have raised concerns that these systems can trap users in content bubbles or amplify harmful material.
Australia recently became the first country to ban users under 16 from apps like Instagram. Its goal? To protect children from what it called “predatory algorithms.” Against that backdrop, Instagram is clearly trying to show regulators and users that it is taking control back.
TikTok introduced a similar “Manage Topics” feature last year. But Instagram is going further by offering personalized lists and user-driven customization, not just general topic categories.
What marketers should know
For marketers using Reels, this update is more than a nice-to-have. It changes how users discover content, which means it could impact visibility, reach, and campaign planning. Here's what you should consider:
1. Relevance will beat reach
Users can now reduce exposure to topics that feel irrelevant. If your content does not align with their self-defined interests, it may not appear in their feed at all. This puts more pressure on brands to create content that clearly maps to trending or user-prioritized themes.
Patrecia Meliana
2. Keywords and captions are now strategic assets
Instagram uses AI to group content into interest categories. That means your captions, on-screen text, and even video titles could play a big role in how your content is categorized. Treat your metadata like you would SEO copy—clear, specific, and aligned with the topic.
3. The algorithm is becoming participatory
Instagram allows users to share their “interest summary” to their Stories, creating a moment of social virality. Smart brands can turn this into a creative campaign hook. For example, encourage your audience to share their algorithm results and tag your brand to receive a tailored Reels playlist or product suggestion.
4. Watch for interest shifts in real time
Because the tool allows users to add or remove topics at any time, trend cycles on Reels may move even faster. Social teams will need to track how audience interests evolve and stay ready to pivot content accordingly.
With “Your Algorithm,” Instagram is letting users personalize the content they see instead of relying solely on passive data tracking. For marketers, this means content has to do more than perform well—it has to resonate with the right interests, at the right moment.
This update rewards relevance, transparency, and adaptability. Brands that stay close to what their audiences care about and respond quickly to topic shifts will be in a strong position to thrive in this new Reels landscape.
