Meta's new update, 'Your Algorithm'

Meta recently introduced a new feature to all U.S. Instagram users that gives people more insight and control over what shows up in their Reels feed. The update, called “Your Algorithm,” allows users to see the topics Instagram believes they’re interested in and make adjustments accordingly.

what it's all about

At its core, this feature lets users manually fine-tune their Reels recommendations. Instead of relying entirely on Instagram’s AI to guess what someone wants to watch, users can now add interests they want more of, remove topics they’re no longer into, and preview example content tied to each category. In other words, the algorithm is no longer a total mystery.

why you should care

Giving users more control could slightly shift discovery patterns, especially for niche content or emerging creators/brands. Brands may see changes in how their Reels perform depending on how audiences choose to personalize their feeds, which makes testing and adaptability more important than ever.

your next step

This update is a reminder to be more intentional with Reels content than ever before. Now that users can actively shape what they see, it’s important to create content that clearly signals its category and value within the first few seconds, both visually and through on-screen text and captions. Brands should review which topics their content naturally falls under, double down on what’s performing well, and experiment with niche-specific Reels that speak directly to their ideal audience.

overall...

This signals a bigger trend. Social platforms are slowly moving toward more transparency and user empowerment, and that affects how content gets discovered, consumed, and valued. For brands, this reinforces the importance of creating clear, category-aligned content that truly resonates with the right audience.