Instagram has introduced a new “Your Algorithm” feature that gives users direct control over the Reels content they see. Launched in the US on Wednesday, the tool allows people to view, adjust, and personalise the interests Instagram’s AI assigns to them.

The company says the update will expand to more parts of the app in the coming weeks.

Instagram says the feature is aimed at users frustrated by repetitive or irrelevant Reels recommendations. “Your Algorithm,” first announced earlier this year, is now visible to US users in English, with a global rollout planned soon.

To access the setting, users will see a new icon — two lines with a heart — at the top-right corner of the Reels feed. Tapping it reveals the list of topics Instagram’s AI believes match the user’s interests.

Users can add or remove interests

From the new panel, users can add topics they want more of and remove those they find irrelevant. Instagram says the Reels feed will update accordingly.

There is even an option to share your algorithm summary directly to your Instagram Story — a first-of-its-kind move for transparency around recommendations.

In a statement, Instagram said:
“As your interests evolve over time, we want to give you more meaningful ways to control what you see on Instagram, starting with Reels.”

The company added that improved AI tools will help make recommendations “even more tailored to you.”

The feature launches in the US today, with support for additional languages coming soon.
Instagram head Adam Mosseri said that global users will see the setting appear once the staged rollout is complete.

Those who do not see the option yet are advised to update their app.

Background

This update comes shortly after reports from 404 Media claiming Instagram has been using AI to generate search-friendly titles for some posts to boost their visibility on Google. Instagram has not publicly commented on that report.