Instagram launches ‘Your Algorithm’ to give users control over Reels feed

Instagram has introduced a new feature that gives users unprecedented control over the content recommendations powering their Reels feed. The update, called Your Algorithm, allows people to see how the platform interprets their interests and adjust those signals in real time. With the launch underway in the United States and global expansion planned soon, the move signals a broader push toward transparency across the app.

Accessible through a new icon in the top right corner (two lines with hearts) of the Reels tab, the feature presents a personalised dashboard summarising the topics Instagram’s AI believes users engage with most. These interest categories, generated from recent activity, range from painting and gaming to beauty formats or film genres. Users can refine their feed by marking which themes they want to see more or less of, with the system adapting instantly.

Instagram positions the update as a step toward giving people meaningful influence over recommendation engines that have long been central to content discovery but remain largely opaque. The dashboard also allows users to share their interest summaries to their stories, offering a glimpse into how the platform interprets their preferences. Instagram plans to extend these controls to the Explore page and more surfaces across the app.

The rollout comes at a time when social platforms face growing scrutiny from regulators and users over the role algorithms play in shaping digital behaviour. Critics argue that opaque curation systems can narrow perspectives or amplify harmful content. By exposing the mechanics behind its recommendations, Instagram frames the feature as an attempt to evolve with user expectations and provide tools that adapt as interests shift.

With Your Algorithm, the company signals a new chapter in personalised discovery, positioning itself as an early mover among major platforms in offering users direct influence over the systems that shape their online experiences.