What the Tech: Instagram algorithm
Instagram is giving users a rare look behind the curtain of its recommendation engine. The company just introduced a new AI powered tool called “Your Algorithm” that finally lets people see and control the topics shaping their Reels feed.
The update adds a small icon in the upper right corner of the Reels tab. When you tap it, Instagram shows a list of subjects it believes you’re interested in based on your viewing habits.
You can increase or decrease how much of each topic you want to see, and the changes take effect immediately.
For example, on one test account Instagram predicted interests like running, fashion, and travel.
Below those broad categories it listed more specific topics. Adjusting the list in real time instantly reshaped the Reels feed. Adding Apple devices brought up more tech content. Removing a category made it disappear from recommendations.
Meta says this is the most transparency it has ever offered around how its algorithm works.
Unlike Facebook or TikTok, which rely heavily on passive viewing behaviour, this tool gives users direct input into the subjects they want more of and the ones they’d rather skip.
The move comes as regulators around the world push for more oversight and more user control.
Research has shown that social media algorithms can sometimes surface harmful material to vulnerable users, especially younger teens. Instagram says “Your Algorithm” is a step toward giving people clearer insight and more meaningful control over what they see.
If the feature isn’t showing up on your account yet, update the Instagram app and check again over the next few days. Meta has begun rolling out the tool in the United States and plans to expand it to more countries soon. The company also says similar controls will eventually appear in the Explore tab and other parts of the app.
