Instagram has introduced a new AI-powered feature that gives users more control over the videos they see in their Reels feed.
The tool, called “Your Algorithm,” shows users what topics Instagram believes they like and lets them change those interests instantly.
This marks a rare step toward transparency in how social media platforms curate content.
The feature launched in the U.S. on Wednesday and will expand to more countries soon.
Instagram Algorithm: More Control Over What You See
Instagram created the tool to give users a more personal and accurate Reels feed. It also helps Instagram compete more strongly with TikTok among younger users, who prefer customized video feeds.
Key features of “Your Algorithm”
- Shows AI-generated topics based on user activity
- Allows users to remove or add interests
- Updates recommendations instantly
- Accessible through a new icon on the top-right of Reels videos
- Lets users add custom topics beyond Instagram’s suggestions
- More detailed than TikTok’s “Manage Topics” tool
- Option to share interest lists to Instagram Stories
Instagram’s vice president of product, Tessa Lyons, said the tool summarizes user interests using AI. “If we get it wrong, you can remove those interests,” she said during an interview on “Good Morning America.”
A Pew Research Center study from 2025 found that 80% of U.S. adults under 30 use Instagram, compared to 63% on TikTok, making this update important for user retention.
Instagram plans to extend similar controls to the Explore page and other app sections in the future.
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How the Tool Works
When users open “Your Algorithm,” they see a list of topics they have recently interacted with on Reels—such as fitness, sports hype, creativity, art, or skateboarding. Users can tap to see more or fewer videos from any category.
How users can customize their feed
- Open a Reels video
- Tap the icon with two lines and hearts
- Review the list of interest topics
- Remove interests they dislike
- Add interests they want more
- Watch the feed change in real time
Lyons said that the ability to share preferences directly will “improve the Instagram experience” for millions of users.
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