Instagram allows customization of the Reels algorithm: Meta adds new features
Meta has started the global rollout of new personalization tools in Instagram, which allow users to better control the topics recommended to them by the Reels algorithm. The new feature is now available to all English-speaking users worldwide.
What is known
Based on recent activity, Instagram formulates a list of topics that the algorithm thinks interest the user. In the settings, unnecessary categories can be removed or new ones added. There is also a "show less" field where you can specify unwanted topics.
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Separately, Meta launched a "create your 2026 algorithm" tool, which allows you to highlight three favorite topics for future content. For example, after adding "snowboarding," the author noticed that the first video in Reels was already tagged with it — although it was actually a freestyle skiing event. This indicates that the algorithm does not yet classify content perfectly.
Moment of freestyle jump performance. Illustration: FIS Freestyle World Cup
However, users cannot request to show fewer ads. If you try to add "ads" to the unwanted list, Instagram gives an error. Instead, you can select "sponsored content" or "AI," although the latter is likely to affect only AI-related videos, not those created using it.
Source: Adam Mosseri
