Instagram wants to make algorithm customisation a core part of the app, not a buried setting

What happened

Instagram’s head Adam Mosseri revealed plans to make algorithm customization a central part of the user experience, rather than a hidden setting. The feature Your Algorithm lets users prioritize topics they want to see more or less of in their feeds. Mosseri shared this update in an Instagram post, signaling a shift from burying customization deep in settings to giving it visible, active status in the app interface.

Why it matters

This change pressures Instagram to deliver more user control in a platform where algorithms currently dictate most content surfacing by default. For operators and businesses relying on Instagram engagement, it shifts how content relevance is determined, potentially affecting reach and impressions. Users gaining clearer ability to tweak what they see raises the bar for personalized experiences and could weaken passive content discovery. It also exposes Instagram’s attempt to balance engagement-driven AI with user intent, something other platforms have struggled with. For advertisers, this means preparing for finer-grained audience segmentation and possibly more variable content performance as user control grows.

What to watch next

Keep an eye on how Instagram integrates Your Algorithm into daily use and whether it actually changes content exposure at scale. Watch for response from users on ease of customization and any impact on engagement metrics. Also track potential competitive reactions from platforms emphasizing algorithm transparency or user control. From a product and marketing perspective, this feature rollout may lead to new tools or strategies to align with user-chosen topics and priorities.

AI Quick Briefs Editorial Desk