Instagram just handed users the keys to their Reels algorithm. The platform's new "Your Algorithm" feature launches today in the US, letting users see exactly what topics the AI thinks they like and directly adjust those preferences. It's the most transparent algorithmic control any major social platform has offered users.
Instagram is breaking new ground in algorithmic transparency. The Meta-owned platform just launched "Your Algorithm," an AI-powered feature that pulls back the curtain on how Reels recommendations work and lets users directly tune what they see.
The feature went live in the US today, with global English rollout coming "soon," according to Instagram's announcement. Users can access it through a new icon - two hearts on line sliders - that appears in the top-right corner of Reels videos. Click it, and Instagram shows you an AI-generated summary of topics it thinks you're interested in based on your activity.
"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 said in its official announcement. "Using AI, you can now more easily view and personalize the topics that shape your Reels, making recommendations feel even more tailored to you."
This represents a significant shift for social media platforms, which have historically kept their recommendation algorithms as closely guarded trade secrets. While users have long complained about irrelevant or unwanted content appearing in their feeds, platforms typically offered only blunt tools like "not interested" buttons or complete account blocking.
Instagram's approach goes deeper. Users can see exactly which topics the algorithm has identified - everything from "cooking" to "travel" to niche interests like "vintage fashion" - and then add new topics or remove ones that no longer interest them. They can even share their interest profile on their Instagram Story, turning algorithmic preferences into a form of social expression.
The timing isn't accidental. Social media companies are facing increasing pressure from regulators and users for algorithmic accountability. The EU's Digital Services Act requires large platforms to provide more transparency about their recommendation systems, while users have grown frustrated with feeds that feel out of sync with their actual interests.
