Instagram’s algorithm isn’t hiding anymore: what this shift really means for brands

Instagram is giving users direct control over the topics that shape their Reels experience. Here are three reasons social marketers should take notice.

 

Let’s be honest: none of us have ever truly understood “the algorithm”. We test things, we tweak things, we guess things, and half the time something that works brilliantly for one client falls flat for another. It’s been a lot of trial and error with very little clarity from the platforms themselves.

Well, it looks like that’s changing.

Instagram has launched a new feature called ‘Your Algorithm’, starting in the Reels tab. It’s one of the most significant moves towards transparency we’ve seen from the platform, because it finally shows people not just what they’re seeing, but why they’re seeing it. And more importantly, it gives users control.

We’ve had the option to “see less of this” for a while, but this update finally shows us the topics Instagram is using in the background and lets us rewrite them.

So:

• What’s new?
• Why does this matter for brands?
• And what does it mean for social teams?

What’s actually new?

Until now, Reels recommendations have been driven by behavioural signals happening quietly in the background, including how long you watch a video, whether you rewatch it, how quickly you scroll, who you interact with, and the types of posts you save, share or consistently engage with. All of that informed your feed, but none of it was visible.

With Your Algorithm, Instagram is giving users direct control over the topics that shape their Reels experience. People can now:

• see the topics Instagram thinks they’re interested in;
• remove topics that no longer feel relevant;
• add topics they want to see more of;
• tell Instagram whether they want to see more or less of a certain theme;
• and instantly influence what shows up in Reels.

This is not Instagram reinventing personalisation. TikTok introduced topic controls a while ago, but Instagram’s version is noticeably more granular. Instead of broad categories, the topics reflect your recent in-app behaviour. The recommendations feel much closer to what you actually interact with.

It’s worth noting that this update does not mean users now control the whole Instagram algorithm. It is not a manual “choose your feed” system and the underlying AI is still doing most of the work. Instagram is simply giving people a way to steer their recommendations more directly.

The feature is live in the US now, with a global English rollout on the way. At the moment, Your Algorithm only applies to Reels, but Meta plans to extend similar controls to Explore and other parts of the Instagram app.

Why this matters for brands

For the first time, Instagram is not deciding everything for the user. It is saying:

“Here’s what we think you’re interested in. Tell us if we’re wrong.”

That is a major shift. For brands, it makes relevance more literal than ever.

If someone opts into seeing content on interior design, skincare routines, running tips, football clips, recipe hacks or beauty reviews, then brands that clearly signal those themes naturally become more discoverable. Brands that sit vaguely across multiple territories or post without a clear point of view will find it harder to earn attention.

Relevance is no longer something the algorithm alone infers. It is something the user shapes, too.

What this means for social teams

1. Topic clarity matters more than ever

If users can now tell Instagram exactly what they want, your content needs to make it obvious where it fits. Trying to be everything for everyone has never worked brilliantly, but now it actively works against you. Strong themes win.

2. Reach becomes intentional

Historically, reach depended on how well a post pleased the algorithm. Now, reach will be shaped more by user intent. If someone selects topics that align with your niche, your content becomes inherently more discoverable. It is a move from algorithmic luck towards audience-led logic.

3. Consistency becomes a strategic advantage

Meta is asking users to shape their feed. That means brands need to be consistent and confident in their identity. Your themes, tone and value need to be clear enough for Instagram, and your audience, to understand what you stand for.

Some users will never touch these settings. Others will tweak them once and forget about them. People’s interests shift quickly. But overall, expectations rise.

Generic content will not just underperform, it will feel out of place. Clear content will be chosen, not just surfaced.

The bigger shift across social

Instagram’s update reflects a broader pattern.

• People want more control and transparency.
• Platforms are learning to combine machine logic with human choice.
• Brands need to think in themes, not just formats.

We are moving away from “How do we beat the algorithm?” and towards “How do we align with what users actually want?”. That feels like a healthier, more sustainable direction for social.

What about paid?

It is also worth noting that Your Algorithm does not apply to ads. Ad preferences remain separate and nothing Meta has announced suggests this feature directly affects paid targeting or delivery.

However, this update will influence paid performance indirectly. As users refine their interests, Meta’s understanding of user intent becomes more accurate. Stronger signals feed into interest-based targeting and Advantage Plus. Paid creative that aligns with those user-selected interests will naturally feel more relevant, while anything that does not align may feel more intrusive than before.

So, even though paid settings have not changed, the environment your ads appear in has. Reels are becoming more curated and more intentional and paid creative needs to reflect that.

In short

Instagram giving users control over their topic signals is a small feature with big implications. It forces brands to be clearer about their themes, the audiences they want to attract, and the value they consistently deliver.

When your content aligns with what people actively choose to see, your reach becomes far more meaningful and far more sustainable.

 

(Header image via iStock)