It’s official. That happened. Instagram is taking its most aggressive step yet toward algorithmic transparency, giving users the power to see and adjust the AI that feeds their Reels. This move—called “Your Algorithm”—is a clear response to mounting pressure from users and regulators over the opaque, black-box nature of content curation.
How the New Control Works
The feature, which rolled out Wednesday in the US and is coming globally in English “soon,” pulls back the curtain on the “secret sauce” of the app.
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Access Point: Users will find a new icon—often described as two lines with hearts—in the upper right corner of the Reels video feed.
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The Breakdown: Tapping the icon reveals a panel that displays the topics Instagram’s AI believes you are interested in, based on your viewing, liking, and sharing history. You might see a summary like, “Lately you’ve been into creativity, fitness motivation, and skateboarding,” or nothing.
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Real-Time Tuning: The kicker here is the control. Users can explicitly tell the platform to show them more or less of a specific subject. You can also type in new, specific interests that weren’t listed. The platform says recommendations will adjust in real time based on those choices.
The goal is simple: give users “more meaningful ways to control what you see,” ensuring their Reels feed is more relevant as their interests change. Instagram plans to expand this transparency beyond Reels to the Explore section and eventually throughout the app.
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The Context: Regulatory Pressure vs. Algorithmic Power
Social media companies have historically resisted this level of openness, viewing their algorithms as proprietary and essential for user engagement.
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Transparency Push: This move comes amid global scrutiny. Critics have long argued that unchecked algorithms create echo chambers, promote polarization, and can deliver harmful content, or nothing. Instagram is betting that being a leader in transparency will be a competitive advantage.
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Australia’s Ban: The launch comes just as Australia, in a world-first, began enforcing a ban on major social media apps (including Instagram) for anyone under the age of 16, effective December 10, 2025. The government’s goal is to protect children from “predatory algorithms” and the associated mental health risks. This regulatory environment is likely fueling the urgency for platforms to demonstrate user control and accountability. It’s an ongoing, global fight.
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