Instagram rolls out a new feature, “Your Algorithm,” to let users shape their Reels feed
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Summary: Instagram launches an AI-powered feature letting users view and tailor topics driving their Reels recommendations.
Instagram has unveiled a new feature called “Your Algorithm” that gives users a first-of-its-kind look at — and real control over — what shows up in their Reels feed. The rollout began this week in the United States and will expand globally in English soon.
Until now, Reels recommendations were entirely controlled by Instagram’s AI, which guesses what users want to watch based on viewing history and engagement. With “Your Algorithm,” people can now see the topics Instagram thinks they care about and adjust the feed to match their tastes.
Here’s how it works: when you’re scrolling Reels, a new icon — two lines with little hearts — appears at the top right. Tap it, and a dashboard opens showing a list of topics the app has inferred from your activity. You can then boost interests you like, remove ones you don’t, or even add new topics you want to see more of.
Instagram says the change is designed to make recommendations more meaningful and personal, especially as users’ interests evolve. Instead of just letting the algorithm guess, you get to guide it. The feature also offers an option to share your interest list to your Story, almost like a custom playlist of what you enjoy.
This move comes amid broader industry pressure for transparency around recommendation systems — critics have long argued that opaque algorithms can create echo chambers or push content users don’t want. By opening a window into its AI and putting some control in users’ hands, Instagram hopes to improve trust and keep people engaged with content they genuinely like.
Initially focused on Reels, Meta plans to bring similar controls to other parts of the app, such as the Explore tab, and potentially extend them to related platforms like Threads over time.
