Ever wondered why Instagram keeps recommending certain Reels, creators, or topics, even when you’re no longer interested in them? Whether you’re scrolling through cricket highlights in India, travel videos in Europe, or food content in the US, the app’s recommendation algorithm quietly decides much of what appears on your screen. Now, Instagram wants to put more of that control into users’ hands.
The Meta-owned platform is testing an expanded version of its “Your Algorithm” feature, giving users new ways to personalize their recommendations. In a recent post, Instagram head Adam Mosseri shared that the company is exploring tools that allow people to tell the platform exactly what they want to see more or less of, making content discovery more intentional and transparent.
The feature introduces a dedicated page where users can view how Instagram understands their interests and preferences. They can choose topics they want to see more of, such as travel, sports, coffee, fitness, or entertainment, while also adding subjects they would rather avoid. Instagram is also testing quicker ways to access these controls, including gestures from the home feed and prompts beneath Reels that let users instantly signal whether they want more similar content.
“We’re exploring quick signals, more of this, less of that, without interrupting what you’re watching,” Mosseri said. He added that while some features are already being tested, others are still experimental and may never be released.
The announcement has received mixed reactions. Many users welcomed the idea of having greater control over their recommendations, while others argued that Instagram should first focus on showing more posts from accounts they already follow instead of prioritizing AI-powered suggestions.
If rolled out widely, the updated “Your Algorithm” tools could mark one of Instagram’s biggest shifts toward making recommendations more transparent, customizable, and responsive to individual preferences, giving users across the world a greater say in what fills their feed.
Nandita Sharma
