Instagram experiments with letting users take control of the Reels algorithm

Instagram is giving a small group of users the power to shape their own feeds, testing a new feature that could change how we interact with algorithms on social media. The platform is experimenting with an option that allows users to “tune” what appears in their Reels and Explore tabs by selecting — or removing — topics based on their interests.

The announcement came directly from Instagram head Adam Mosseri, who shared the news on Threads alongside a screenshot of the feature in action. “Today we’re starting to test a way for you to tune your algorithm on Instagram by adding and removing topics based on your interests,” Mosseri explained. “We’re launching this feature on Reels first, with plans to expand to Explore soon.”

In essence, Instagram wants to give users a way to talk back to the algorithm — not just passively consume what it serves up. Instead of relying solely on engagement signals like likes, comments, and watch time, users in the test will be able to actively tell Instagram what they want to see more or less of. The feature represents a meaningful step toward transparency and personalization in a space that has long been defined by opaque algorithms and unpredictable recommendations.

According to Mosseri, the ultimate goal is to provide people with “more control over their Instagram experience.” It’s part of a broader effort by Meta to make its platforms feel less like automated content machines and more like spaces that respond to individual preferences. Over the past year, Instagram has introduced several features aimed at improving user control — from tools that limit sensitive content and refine parental supervision to options that allow users to flag unwanted recommended posts as “not interesting.”

This new approach could mark one of Instagram’s most user-centered experiments to date. For years, social media feeds have been dictated by invisible algorithms designed to maximize engagement rather than user satisfaction. While those systems have helped platforms grow and keep users scrolling, they’ve also faced heavy criticism for promoting addictive behaviors, misinformation, and echo chambers.

By allowing people to directly adjust what they see, Instagram seems to be acknowledging that personalization shouldn’t be a one-way street. Instead of guessing what users want, the app is offering a dialogue — a chance for individuals to refine their experience on their own terms.

The timing of this test is particularly interesting. On Threads, Meta’s other rapidly growing social platform, users have recently been posting humorous messages directed at “the algorithm,” asking it to connect them with others who share similar interests. Mosseri noted that Instagram is exploring a comparable idea for Threads, suggesting that Meta may be looking to build a consistent, user-driven approach to content discovery across its platforms.

For now, the experiment remains limited. Mosseri did not specify which users have access to the new feature or in which countries the test is taking place. Nor did he mention when Instagram plans to expand it more broadly or implement a similar system on Threads. However, if the feedback from this initial rollout is positive, the feature could quickly become one of the app’s most notable updates in recent years.