Meta has announced the broad rollout of its “Your Algorithm” manual control feature for Instagram Reels to all U.S. users. The feature, initially tested with a limited audience in October, enables users to directly manage their Reels recommendations by adding and removing topics of interest. According to Meta’s Chris Cox, this represents a significant step toward providing users with more control over their content experience.
How the New Control Feature Works
The new tool allows users to tap the control icon at the top right of their Reels feed to access the “Your Algorithm” overview. From there, they can customize topics based on their preferences, with examples provided for each category. This gives users the ability to steer recommendations toward their specific interests rather than relying solely on Meta’s AI systems for content curation.
Engagement Trade-offs and User Adoption Questions
While the feature offers increased transparency and control, it presents potential risks for Meta. AI-powered recommendations have proven highly effective at driving engagement and keeping users scrolling through Reels longer. However, industry data suggests that users rarely utilize manual algorithm controls when available, even when they value having the option.
The company appears banking on this pattern. Most users prefer logging on and immediately scrolling, trusting the system to surface relevant content automatically. Meta’s Chris Cox emphasized that the company has invested significant technical development into making these controls functional and powerful. The rollout to all English-speaking users is planned for the coming months, marking another step in Meta’s efforts to address user concerns about algorithmic content control.