Meta is giving Instagram users a rare glimpse into why certain posts are showing up on their Reels, the platform’s feed of algorithmically curated videos. Starting today, users will now see a list of what Instagram considers to be your top, recent interests. This kind of peek behind the algorithmic curtain is already uncommon in social media apps, but Meta is taking it a step further by allowing Instagram users to influence their algorithm directly by picking topics they want to see more or less often in Reels.
This feature, called “Your Algorithm,” drops as Instagram and TikTok continue to battle for prominence with younger users. It’s these users who potentially want more control over what they’re consuming as they scroll through video feeds, as well as other personalization options. The new feature is landing on Instagram first for those in the US, with a global rollout for English users in the works.
The change arrives around the same time as the European Commission claims Meta will offer users in the European Union more options about how their data is being used for personalized ads. Instagram’s current approach, where users can pay a subscription to not see ads, does not meet the standards for choice set up under the Digital Markets act, according to the EU. Users in this locale are expected to see a choice soon whether to share all their data, or opt for a smaller sliver to be used for advertising purposes.
Instagram currently has the lead in overall app adoption among young users, but TikTok isn’t that far off. According to a 2025 study by the Pew Research Center, 80 percent of US adults under 30 used Instagram whereas 63 percent used TikTok.
When a user opens the new “Your Algorithm” tab on Instagram, they’ll see a brief summary of what they’ve “been into” while scrolling through Reels. The topics displayed are based on recent user activity, and the summaries are made using generative AI. Meta’s examples of topics that users could add with the new feature include “Horror movies,” “Chess,” and “College football.”
Courtesy of Meta
