NEW TOOL AIMS TO GIVE USERS MORE POWER OVER THEIR FEEDS, LIMITING UNWANTED POSTS AND BOOSTING RELEVANT CONTENT
Instagram is rolling out a feature that gives users control over how their recommendation algorithm behaves, allowing for more personalized content discovery.
Instagram announced a major update to its content-recommendation system, giving users new tools to directly influence the algorithm that shapes their feed, Explore page, and Reels suggestions. The move marks one of the platform’s most significant steps toward greater transparency and user autonomy.
With the new feature, users can now indicate what types of posts they want to see more of — or less of — using in-app controls and preference toggles. Instagram says the system responds immediately, adjusting recommendations in real time to better reflect individual interests, moods, and long-term behavior patterns.
The company framed the rollout as part of a broader effort to combat algorithm fatigue, misinformation complaints, and user frustration over irrelevant or repetitive content. By enabling more granular control, Instagram hopes to improve user satisfaction and reduce the sense that the platform is “pushing” content people didn’t ask for.
Tech analysts note that the update also positions Instagram competitively against TikTok, which dominates algorithm-driven discovery. Giving users more agency may help Meta differentiate its platform by offering a more predictable and customizable social media experience.
The new tools are available in select regions and will expand globally in the coming months. Instagram says user feedback will continue shaping the feature as it evolves.
Early testers report that the updated system can significantly refine content categories — from hobbies and aesthetics to relationships, entertainment, and lifestyle trends.
