June 16, 2026
Instagram is giving users more control over what they see in the app by expanding its “Your Algorithm” feature to the main feed.
The feature allows users to tell Instagram which topics they want to see more of and which they’d prefer to see less of. Instagram will initially suggest topics based on how you already interact with content on the platform, and users can then tweak those preferences to help shape their feed.
Instagram first introduced the feature for Reels in late 2025 before expanding it to the Explore page earlier this year. Now it’s being rolled out to the main feed too, giving users more influence over the content that appears when they open the app.
It’s a significant update and one that addresses a common frustration among social media users. For years, people have complained that algorithms have too much control over what they see online. While recommendation systems are designed to show content users are likely to enjoy, many people feel they have little say in the process. This update is an attempt to give some of that control back.
The announcement also follows comments from the boss Adam Mosseri, who recently shared his thoughts on how social media has evolved. According to Mosseri, the rise of AI-powered recommendations has changed the way people experience platforms like Instagram.
Your feed.
In the past, the people you followed played a major role in shaping your feed. If you wanted to see more content from a particular creator, business or friend, you simply followed them. However, as recommendation algorithms have become more advanced, they have taken on a much bigger role in deciding what appears in users’ feeds.
Mosseri believes this shift has reduced the sense of control many users once had. While Instagram constantly learns from the content you like, watch, share and engage with, there have been very few ways for users to directly tell the platform what they want. As a result, some people feel like the experience is happening to them rather than being shaped by them.
The new “Your Algorithm” feature aims to bridge that gap. Instead of relying solely on Instagram’s interpretation of your interests, users can now provide direct feedback about the topics they care about. In theory, this should help create a more personalised and relevant experience.
Looking further ahead, Mosseri believes AI will play an even bigger role in personalising social media. He predicts that AI could eventually create experiences tailored to individual users in real time, not only influencing the content they see but potentially changing aspects of the app itself based on personal preferences and behaviour.
While that sounds exciting, it also raises some interesting questions. Meta’s recommendation systems are incredibly effective at keeping people engaged and encouraging them to spend more time on its platforms. Giving users more control could potentially affect that engagement if people choose preferences that don’t align with what the algorithm believes will keep them scrolling.
That said, Meta is likely confident that most users won’t spend much time adjusting their settings. History has shown that while people often say they want more control, many prefer convenience. Most users simply want to open an app and immediately see content that interests them, without having to spend time managing preferences and settings.
This is what makes the update so interesting. On one hand, Instagram is responding to calls for greater transparency and control. On the other, it knows that many users are happy to let the algorithm do the work for them.
Whether people actively use the feature or not, it’s another sign that social media platforms are looking for ways to give users more input into their online experience while still benefiting from the power of AI-driven recommendations.
What does this mean for businesses?
While the update is designed to give users more control over their feeds, it could also have a positive impact on businesses and content creators.
If users actively tell Instagram they want to see more content related to certain topics, brands producing relevant, high-quality content could benefit from increased visibility. Rather than relying solely on Instagram’s algorithm to match content with audiences, businesses may have a better chance of reaching people who have already expressed an interest in their industry, products or services.
This makes it even more important for businesses to create content that is clearly aligned with their niche. The more consistently you post content around specific topics, the easier it will be for Instagram to understand what your business is about and connect your content with users who are interested in those subjects.
For marketers, it’s another reminder that successful social media isn’t just about chasing trends. Building a clear content strategy, creating valuable content and understanding what your audience wants to see will remain key factors in achieving long-term growth on Instagram.
If you’d like help understanding how Instagram’s latest updates could impact your business, or if you want expert advice on improving your social media performance, contact our team today. We can review your current social strategy, identify growth opportunities, and help ensure your content reaches the right audience.