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Instagram has introduced a feature called Your Algorithm in the US, allowing users to see and edit the interests that generate their Reels recommendations for the first time.
Your Algorithm is designed to let users take more control over the content shown to them in the popular short-video platform, which now drives a lot of engagement on the social media application.
Indeed, this launch brings more transparency and a user-centric approach to how the AI-driven algorithm curates Reels content on Instagram, which generally frustrates users because it doesn’t always keep up with changing interests or tastes.
Unveiled via a new icon on the Instagram Reels tab, the feature generates a list of topics the app's AI believes individuals are interested in, based on an algorithm.
Users can tap into any topic to see more or less content about it. Users can also add new interests to curate their feed better. To further incentivize interaction, the app lets users share their customized algorithm snapshot in Instagram Stories.
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Instagram is counting on content relevance to enhance user satisfaction and, consequently, the time users spend in the app, by allowing users to curate their feed actively.
For brands and creators, it may mean more accurately targeted reach: the creators of content who specialize in topics such as vintage fashion or home organization might see their videos watched by more people who are truly interested.
To many industry watchers, the move is a strategic step in Instagram's ongoing fight against TikTok in the race for short-video platform dominance, especially as competition intensifies around content discovery and user engagement.
Instagram’s vice president of product, Tessa Lyons, told Fast Company that while the company believes it already does a good job recommending content, it recognises the need for more user control as interests evolve.
It will be expanding the Your Algorithm feature beyond Reels into Explore, search, and other areas of the app, and a global rollout for English-speaking users is due soon.
TikTok introduced a similar feature, Manage Topics, last year. On the other hand, Instagram’s approach tends to be more personalized. Instead of broad categories, it provides users with a dynamically generated list of interests.
It means the platform can present content more in line with each user's specific tastes and preferences. The push for user control and clarity among social media channels has led to Your Algorithm being recognized as a significant step forward in Instagram’s content suggestion system.
