How to Control What Reels You See on Instagram: Your Algorithm Explained

Quick Summary

Instagram just launched "Your Algorithm," a new AI-powered feature that lets users see and control the topics shaping their Reels recommendations. For marketers, this isn't just another platform update—it fundamentally changes how content gets discovered and who sees your Reels. Here's what you need to know to adapt your Instagram strategy right now.

Key Takeaways:

• Instagram users can now actively filter Reels by topic preferences
• Generic content will get filtered out faster than ever
• Hyper-targeted, topic-specific content wins in the new algorithm
• Competitive research becomes critical to understand topic positioning
• Brands need to analyze which topics their audience is selecting

Introduction: Instagram Just Changed the Game for Content Discovery

On December 10, 2025, Instagram rolled out a feature that changes everything marketers thought they knew about Reels discovery.

The new "Your Algorithm" tool gives users unprecedented control over their Reels feed. Instead of passively accepting whatever Instagram's AI recommends, users can now see exactly which topics shape their recommendations and manually adjust them in real-time.

For the average Instagram user scrolling through Reels, this is a welcome transparency upgrade. For marketers and brands? This is a fundamental shift in how content discovery works on the platform.

Here's why this matters to you:

If your target audience can now actively filter out certain topics and boost others, your content strategy needs to evolve immediately. Generic, broadly-targeted Reels will get filtered out by users who've refined their preferences. Meanwhile, hyper-specific, topic-focused content will reach more engaged audiences than ever before.

In this guide, we'll break down exactly what Instagram's algorithm update means for your marketing strategy, how to adapt your content approach, and how to use competitive intelligence to stay ahead of these changes.

Let's dive in.

What Is Instagram's 'Your Algorithm' Tool?

The Feature Explained

Instagram's "Your Algorithm" is an AI-powered control panel that lives inside the Reels tab. Instagram announced the feature on December 10, 2025, giving users unprecedented transparency into how their recommendations work. When you're watching Reels, you'll see a new icon in the upper right corner (two lines with hearts). Tap it, and you get a personalized dashboard showing:

An AI-generated summary of your interests

• Example: "Lately you've been into creativity, sports hype, fitness motivation, and skateboarding"

A complete list of topics influencing your feed

• Specific categories like "thrifting," "horror movies," "pop music," "chess," "day in the life," "college football"

Controls to customize your experience

• Toggle to see MORE or LESS of any topic
• Add new topics by typing them in manually
• Share your algorithm snapshot to Stories (like Spotify Wrapped)

Once you make changes, Instagram says your Reels recommendations adjust "in real time" based on your selections.

How It Works Behind the Scenes

Instagram uses AI to analyze your viewing behavior and categorize your interests into specific topics. The algorithm tracks:

• Which Reels you watch all the way through
• Which content you skip immediately
• What you like, comment on, or share
• How long you spend on different topics
• Your engagement patterns over time

The AI then summarizes these behaviors into topic categories and weights them based on your recent activity. When you adjust your preferences using "Your Algorithm," you're essentially telling Instagram's AI to reweight these topic scores.

Rollout Timeline

Current Status:

• Available NOW in the United States
• English language only

Coming Soon:

• Global rollout in English (next few weeks)
• Expansion beyond Reels to Explore tab
• Eventually: Search tab and other app surfaces

Why Instagram Launched This Feature

Instagram didn't wake up one morning and decide to give users more control out of pure generosity. Several factors drove this update:

1. Regulatory Pressure

• Growing demands for algorithm transparency from governments worldwide
• Australia just banned social media for under-16s citing "predatory algorithms"
• European Union's Digital Services Act requires transparency

2. Competition with TikTok

• TikTok launched "Manage Topics" feature in 2024
• Instagram needed to match (and exceed) TikTok's user controls
• As reported by TechCrunch, TikTok's version only offers generic categories; Instagram's is personalized and allows users to add custom topics

3. User Demands

• Years of criticism about "black box" algorithms
• Users want to understand WHY they see certain content
• Desire for more control over social media experience

4. Business Strategy

• Better signal data for ad targeting
• More engaged users = more time on platform
• Positions Instagram as "transparent" vs competitors

What This Algorithm Update Means for Marketers

Now let's get to what really matters: How does this change your marketing strategy?

The Fundamental Shift in Content Discovery

Before "Your Algorithm":

• Instagram's AI decided what users saw
• Users had minimal control (just "Not Interested" on individual posts)
• Broad content could reach wide audiences
• Algorithm was opaque

After "Your Algorithm":

• Users actively curate their topic preferences
• Instagram knows EXACTLY what users want to see
• Niche, topic-specific content gets prioritized
• Algorithm is transparent and user-controlled

Key Implications for Brands

1. Topic Categorization Matters More Than Ever

Instagram's AI now explicitly categorizes content by topic. If your Reels aren't clearly associated with specific, searchable topics, they'll get lost.

What This Means:

• Your content needs clear topical focus
• Multiple topics per Reel dilutes effectiveness
• Instagram's AI needs to easily categorize your content

Example:

• ❌ Bad: Generic "lifestyle" content that's hard to categorize
• ✅ Good: "Home organization hacks" (specific topic)

2. Generic Content Gets Filtered Out Faster

Users who've refined their algorithm preferences have essentially built topic filters. If your content doesn't match their selected interests, it won't reach them—period.

What This Means:

• Stop trying to appeal to everyone
• Focus on serving specific niche audiences extremely well
• One highly-engaged niche audience > broad but unengaged reach

3. Hyper-Targeted Content Wins

When users actively signal interest in specific topics, Instagram's algorithm doubles down on serving that content. If you own a specific topic niche, you'll reach your audience more effectively than ever.

What This Means:

• Depth beats breadth
• Become THE source for specific topics in your industry
• Example: A fitness brand shouldn't just do "fitness"—dominate "HIIT workouts for beginners" or "postpartum fitness recovery"

4. Better Audience Insights Available

As users refine their topic preferences, Instagram's data on audience interests becomes more explicit and accurate. This creates opportunities for:

• More precise ad targeting
• Better content-market fit
• Clearer understanding of audience segments

What This Means:

• Use Instagram Insights to see which topics drive your engagement
• Test content across different topic categories
• Double down on topics that resonate

5. Competitive Intelligence Becomes Critical

You need to understand which topics your competitors are dominating and where opportunities exist. If a competitor has established authority in a specific topic category, users who select that topic will see their content—not yours.

What This Means:

• Regular competitive content analysis is now essential
• Identify topic gaps where competition is weak
• Monitor which topics drive competitors' growth

How to Adapt Your Instagram Reels Strategy

Step 1: Audit Your Current Reels by Topic

Before you change anything, you need to understand how Instagram currently categorizes your content.

Action Items:

Review your last 20-30 Reels

• What topics would Instagram's AI assign to each?
• Are your Reels clearly categorized or ambiguous?

Check Instagram Insights

• Which Reels got the most reach from "non-followers"?
• What topics do those high-performing Reels represent?

Identify your top 3-5 topic categories

• Where does your content naturally cluster?
• Which topics drive the most engagement?

Example Audit:

Pro Tip: Need help understanding Instagram's metrics? Check out Instagram Creator resources for detailed guides on Insights, reach, and engagement measurement.

Step2: Create Topic-Specific Content Pillars

Based on your audit, establish 3-5 core topic pillars that align with:

• Your brand positioning
• Your audience's interests
• Topics where you can be authoritative

Topic Pillar Framework:

Primary Topic: The main category (e.g., "Fitness")

Sub-Topics: Specific niches within the primary topic

• HIIT Workouts
• Yoga for Beginners
• Postpartum Fitness
• Fitness Motivation
• Home Gym Setup

Content Strategy:

• 70% of Reels → Primary sub-topics (your expertise areas)
• 20% of Reels → Adjacent topics (expand reach)
• 10% of Reels → Experimental topics (test new areas)

Step 3: Optimize Existing Content for Topic Clarity

Go back and make your existing Reels more clearly categorized.

Optimization Checklist:

✅ Caption:

• Include topic keywords in first sentence
• Use specific hashtags related to topic
• Example: "HIIT workout at home" not just "workout"

✅ On-Screen Text:

• Make topic immediately clear in first 1-2 seconds
• Use topic-specific terminology
• Example: "5-Min HIIT Session" is clearer than "Quick Workout"

✅ Audio/Voiceover:

• Mention topic explicitly in spoken content
• Helps Instagram's AI categorize via speech recognition

✅ Hashtags:

• Use specific topic hashtags, not generic ones
• Example: #HIITWorkout #FitnesMotivation instead of just #Fitness

Step 4: Monitor Competitor Topic Positioning

This is where competitive intelligence becomes invaluable.

What to Research:

Which topics are your competitors dominating?

• What topic categories appear most in their high-performing Reels?
• Are they establishing authority in specific niches?

What topics are underserved in your industry?

• Where is there topic demand but low competition?
• Can you own a specific niche topic before competitors do?

How are competitors categorizing similar products/services?

• What topic angles are they taking?
• What's working vs. not working?

Example Competitive Analysis:

How to Use This Data:

• Identify topic gaps where you can establish authority
• Avoid direct competition in saturated topics
• Find niche intersections (e.g., "Yoga + HIIT fusion")

Step 5: Test and Iterate Based on Performance

Your first topic-focused content won't be perfect. You need to test, measure, and refine.

Testing Framework:

Week 1-2: Establish Baseline

• Publish 4-6 Reels across your core topics
• Track reach, engagement, saves, shares by topic
• Note which topics Instagram's algorithm favors

Week 3-4: Double Down on Winners

• Create more content in highest-performing topics
• Test variations within those topics
• Reduce or eliminate low-performing topics

Week 5+: Expand and Experiment

• Once you've established authority in 2-3 topics, test adjacent topics
• Look for new topic opportunities
• Monitor competitor movements

How to Research Competitor Reels Strategy (Using Ad Intelligence)

Understanding your competitors' topic positioning is now a critical part of Instagram strategy. Here's how to do it systematically.

Why Competitive Reels Research Matters Now

With users actively selecting topics they want to see, the competition for topic authority has intensified. If a competitor has already established dominance in a topic category, users who select that topic will primarily see their content.

You need to know:

• Which topics are crowded vs. open
• What content formats work in specific topics
• Where you can differentiate

Manual Research Method

Step-by-Step:

Create a Competitor List

• Identify 5-10 direct competitors
• Include 2-3 aspirational competitors (bigger brands)

Analyze Their Reels Library

• Visit their profile → Reels tab
• Sort by highest engagement (views/likes)
• Note top 10-15 performing Reels

Categorize by Topic

• What topic category would Instagram assign?
• Are they focused or scattered across many topics?
• Do they own any specific topic niches?

Track Over Time

• Weekly check-ins on competitor Reels
• Note topic trends and shifts
• Identify emerging topic opportunities

Limitations:

• Time-consuming (hours per week)
• No historical data
• Hard to track at scale (multiple competitors)
• Manual categorization is subjective

Using Ad Intelligence Tools for Competitive Research

This is where platforms like Vibemyad become invaluable.

What Ad Intelligence Shows You:

Competitor Reels Performance Data

• Which Reels are being promoted as ads (signal of success)
• Engagement metrics and performance indicators
• Content themes and topic patterns

Topic Trend Analysis

• What topics are trending in your industry
• Which competitors are investing in which topics
• Topic saturation vs. opportunity

Content Format Insights

• What Reel formats work best for specific topics
• Length, style, creative approach by topic
• Hook patterns and engagement drivers

Historical Tracking

• See how competitor strategy evolves over time
• Track topic shifts and pivots
• Identify seasonal topic patterns

How Vibemyad Helps:

• Search Competitor Reels: Filter by brand, industry, or topic to see what's working
• AI-Powered Analysis: Automatically categorizes content by topic and intent
• Customer Journey Mapping: Understand which topics target different funnel stages
• Cross-Platform Comparison: See how competitors approach topics across Instagram, TikTok, Facebook
• Save and Compare: Build competitor libraries and track changes over time

Practical Example:

Let's say you're a fitness brand competing in the "home workouts" space.

Using Vibemyad, you discover:

• Competitor A dominates "15-minute HIIT" content (high ad spend, strong engagement)
• Competitor B owns "no equipment exercises" (growing quickly)
• Gap opportunity: "HIIT for beginners" has demand but weak competition
• Format insight: Tutorial-style Reels with on-screen timer perform best in this topic

Your Action:

• Create a content series on "HIIT for Beginners" (underserved topic)
• Use tutorial format with on-screen timer (proven format)
• Establish authority before competitors move in
• Monitor performance and adjust

Future Implications: What's Coming Next

Instagram's "Your Algorithm" rollout is just beginning. Here's what to expect and how to prepare.

Expansion to Explore Tab

Instagram confirmed the feature will expand to the Explore tab next.

What This Means:

• Explore is Instagram's primary content discovery surface
• Users will be able to filter Explore by topics just like Reels
• Brands need to optimize ALL content for topic clarity, not just Reels

Preparation:

• Apply topic optimization to Feed posts and Carousels
• Ensure your grid has clear topical focus
• Consider creating topic-specific highlights

Expansion to Search

Instagram plans to bring algorithm controls to search and other app surfaces.

What This Means:

• Keyword/topic strategy becomes even more important
• Search behavior will change (users expect topic-filtered results)
• SEO-style thinking applies to Instagram content

Preparation:

• Research topic keywords your audience searches
• Include those terms in captions, alt text, hashtags
• Build topic authority through consistent content

Advertising Implications

As Instagram gathers explicit topic preference data from users, ad targeting will become more precise.

What This Means:

• Better audience targeting options based on topic interests
• Higher ad relevance scores (lower CPMs)
• Need to align ad creative with specific topics

Preparation:

• Review your ad targeting parameters
• Create topic-specific ad sets
• Test ads aligned to specific topic interests

Creator and Brand Opportunities

For Creators:

• Easier to build niche audiences (users self-select topics)
• Faster growth in specific topic areas
• More predictable reach for topic-focused content

For Brands:

• More efficient reach to high-intent audiences
• Better content-market fit
• Opportunity to own niche topics before they saturate

Key Takeaways

Let's recap the most important points:

Instagram's "Your Algorithm" gives users explicit control over Reels topic preferences → This fundamentally changes content discovery

Generic, broadly-targeted content will get filtered out → Hyper-specific, topic-focused content wins

Topic categorization is now critical → Your content needs clear topical focus for Instagram's AI

Competitive research is essential → You need to know which topics competitors dominate and where opportunities exist

Adapt your strategy now → Audit your content, define topic pillars, optimize for topic clarity

Use competitive intelligence tools → Platforms like Vibemyad help you systematically track competitor topic strategy at scale

This is just the beginning → Feature expands to Explore, Search, and other surfaces soon

Related Reading

• TikTok Ad Library: Complete Guide (+ Better Alternative)
• How to find Competitor Ads
• Best Ad Intelligence Tools 2025: Complete Comparison
• Create Christmas Ads in 5 Minutes with AI

About Vibemyad

Vibemyad is an AI-powered ad intelligence platform that helps marketers discover winning competitor ads and create their own ads using AI. Track ads across Facebook, Instagram, TikTok, YouTube, and more. Analyze content by customer journey, ad intent, and topic. Transform competitor ads into your own using our AI-powered Remix feature.

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