Instagram Just Gave Users Control of the Algorithm and Here’s What It Really Means

Instagram is officially handing users something they’ve been asking for for years:

More control over their algorithm.

As of January 2026, all English-speaking users globally can now access Instagram’s “Your Algorithm” controls inside the Reels feed. What started as a limited test in late 2025 is now rolling out at scale and it signals a subtle but important shift in how the platform wants people to feel about their feed.

But let’s be clear: this update isn’t just about control. It’s about trust.

What’s New

Inside the Reels feed, users can now tap a slider icon in the top-right corner to open Your Algorithm settings. From there, they can:

• Add or remove topics they’re interested in

• Preview examples of content tied to each topic

• Influence what types of Reels appear more (or less) often

On top of that, Instagram is introducing a new feature for 2026 that lets users select three “top interests” to guide their Reels feed throughout the year, essentially setting a thematic focus for what they want to see more of.

It’s a clear attempt by Instagram to make the algorithm feel more transparent and user-friendly, especially as AI-driven recommendations continue to dominate the app.

Why Instagram Is Doing This

Here’s the tension Instagram is navigating:

• AI-recommended Reels are driving engagement

• Users say they want more control over what they see

Those two things don’t always align.

From a platform perspective, letting people manually steer their feed could theoretically reduce watch time. But Instagram, and its parent company Meta, is betting on a familiar pattern:

people want the option of control more than they want to actively manage it.

We’ve seen this before with privacy settings, feed preferences, and data controls. Most users don’t tweak them regularly, but knowing they exist builds confidence and reduces frustration.

This update gives users the illusion of influence without fundamentally disrupting how Reels actually works.

What This Means for Creators & Brands

This update reinforces a few big trends heading into 2026:

• Relevance beats reach. If users can down-rank topics, content that feels repetitive or out of sync will disappear faster.

• Niche content wins. Clear topic alignment matters more when users can explicitly signal what they want.

• Algorithm trust is becoming a feature. Platforms aren’t just optimizing feeds, they’re optimizing how users feel about being optimized.

For creators and brands, this means one thing:

you can’t rely on vague virality anymore. Content needs to clearly belong somewhere, thematically, culturally, emotionally.

Pophaus Take

Instagram isn’t actually giving up control of the algorithm.

It’s giving users peace of mind.

This update is less about changing how Reels works and more about changing how users perceive it. In an era where AI decides what we see, platforms are learning that transparency, or at least the appearance of it, is essential to keeping people engaged.

For brands and creators, the message is clear:

the algorithm is still in charge, but relevance is now non-negotiable.

Because when users get the power to say “less of this,” only the content that truly resonates survives.