According to Inc, on Wednesday, Instagram launched a new Reels product called “Your Algorithm” in the United States. This feature allows users to directly choose which topics they wish to see more or less of in their Reels feed. The announcement was made by Tessa Lyons, VP of product at Instagram, who stated this is the first time people will have this level of direct control. Previously, the Reels algorithm recommended content based solely on passive user activity like viewing time, comments, likes, and shares, combined with the activity of similar users. The immediate impact is a significant shift in agency, putting more power in the hands of the user to shape their own content experience.
Why This Matters Now
Look, this isn’t just a minor settings tweak. It’s a pretty big deal. For years, users have complained about algorithmic feeds feeling like a black box—you like one cat video, and suddenly your entire explore page is kittens. You’re just reacting to what it shows you. Now, Instagram is letting you proactively set the agenda. Here’s the thing: this feels like a direct response to the growing pressure on social platforms to be more transparent. When you can’t figure out why you’re being shown something, it breeds distrust. Giving users a steering wheel, even a small one, is a smart way to combat that.
The Stakeholder Shift
So who wins and who loses? For users, it’s mostly a win. You get a feed that hopefully feels less random and more intentionally yours. But there‘s a catch. It puts the onus on you to manage it. Will people actually use this, or is it a “set it and forget it” feature buried in settings? For creators, this is a double-edged sword. If users actively choose to see “more” of a niche topic you create for, that’s amazing. But if they choose “less” for a broad category you’re in, it could limit your reach. Basically, it makes creator success even more dependent on clear, definable content niches.
For Instagram itself, this is a strategic play. They’re betting that giving users more control will increase overall satisfaction and time spent. A frustrated user who can’t escape unwanted content is a user who closes the app. This move also subtly positions Instagram as the more “user-friendly” platform compared to competitors like TikTok, where the algorithm’s whims still feel absolute. It’s a clever bit of branding wrapped in a product update.
The Bigger Picture
Let’s be real, though. This is control within a very specific framework. You’re not turning off the algorithm; you’re giving it hints. The core machine-learning engine that tracks your every tap and scroll is still running the show. This is more like adjusting the temperature in a self-driving car—you’re influencing the journey, but you’re not taking the wheel. And that’s probably for the best for most people. The real question is: will this become the standard? I think we’ll see every major platform roll out some version of this in the next year or two. Once one gives users a taste of control, the others can’t afford not to.
