Instagram gives users control with new ‘Your Algorithm’ feature
Updated: Sep 1
Instagram has introduced a new feature called ‘Your Algorithm’, giving users unprecedented visibility into why particular content appears in their feed — and the power to adjust the topics influencing what they are recommended.
The move is part of a broader industry shift towards algorithmic transparency, as platforms respond to years of criticism that their recommendation systems are opaque and manipulative. For users, it promises a more understandable and controllable experience. For brands, it changes the dynamics of how content gets discovered and distributed.
What it means for reach
When users can actively shape the topics they see, the value of genuine relevance rises sharply. Content that resonates with a clearly expressed interest is more likely to be surfaced, while generic or off-target posting risks being tuned out altogether. In effect, the feature rewards brands that understand and serve specific audience interests, and penalises those that broadcast indiscriminately.
It also nudges the platform further towards intent. If a user tells Instagram they want more of a particular topic, brands that authentically occupy that space stand to benefit — a subtle but meaningful advantage for those who have built a clear content niche rather than chasing broad, shallow reach.
How UK brands should adapt
The practical response is to sharpen relevance and lean into the communities and interests a brand genuinely serves. As users curate their own feeds, the brands that win will be those producing content people actively choose to see more of — not content that merely interrupts. That means understanding audience interests deeply and creating for them consistently.
More broadly, ‘Your Algorithm’ is a reminder that the era of purely passive audiences is fading. As people take more control of their digital experiences, marketing that respects their choices and earns their attention will outperform marketing that tries to force its way in.
— Dimitro Cohen, Technology & Ad-Tech Correspondent at Marketing Minute
For marketers, user-controlled feeds reward genuine relevance. Serve a clear audience interest consistently, or risk being tuned out entirely.
If your audience could choose to see less of your content, would they — or have you earned a place in their feed?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
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