Instagram’s new ‘Your Algorithm’ tool could boost discovery for brands
The new Instagram feature reveals what the algorithm thinks you like and lets you adjust it, reshaping how content gets recommended on Reels.
Instagram launched Your Algorithm in the U.S. today, a tool that lets people see – and directly edit – the topics shaping their Reels recommendations.
Why we care. This could reshape how users discover content. When people signal interest in specific niches, hobbies, or brands – from running shoes to vintage clothing to home organizers – Instagram may surface more of that content, boosting reach for brands that publish relevant Reels.
How it works. A new Reels icon opens a personalized list of topics (e.g., sports, thrifting, horror movies, pop music, chess, day in the life, college football, skateboarding) Instagram believes “you’ve been into” lately, generated by Meta’s AI. You can:
- Tap to see more or less of any topic, or add your own.
- Share your algorithm snapshot to Stories.
What’s next. The tool will expand to Explore, the search tab, and other surfaces, with a global English rollout planned, Instagram said. These controls will extend beyond Reels in the future.
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 introduced a Manage Topics tool last year, but its controls are broader and less personalized. Users choose from generic categories like travel or current affairs, while Instagram’s list is individualized and driven by each person’s recent activity.
The announcement. Adam Mosseri, head of Instagram, shared the news via Instagram.
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