After years of suffering from a crippling TikTok addiction, I decided enough was enough: I quit the app cold turkey and deleted it from my phone. Then, I discovered Instagram Reels, and my attention span hasn’t been the same since.
TikTok’s algorithm is infamous, but we don’t give Instagram’s enough credit. This platform is addicting. I hardly use the app to keep up with friends and family anymore: Reels grabs my attention and doesn’t let go, and before I know it, it’s midnight, and I’ve done nothing with my evening. How many videos did I watch? What did I even watch? Whatever Meta has going on in that algorithm is dangerous stuff.
You can influence the algorithm, of course: The decisions you make in the app—likes, comments, watch time, sharing—tell the algorithm which videos you like, which you don’t, and inform its fraction-of-a-second decisions about what to show you next. But until now, you haven’t been able to see what’s driving those decisions. You’re kind of flying blind—you can try to steer the algorithm in a new direction, but you’ll never know exactly what direction you’re really going in.
That’s now changing. As reported by Wired, Meta is rolling out a new tab for Reels viewers that will let us see why the algorithm is delivering us these particular videos. This tab, called, appropriately, “Your Algorithm,” is now rolling out, first in the U.S., but soon to the rest of the world—at least, only to English speakers. It seems reminiscent of TikTok’s “Manage Topics” feed, which lets you adjust the content types that appear in your For You feed.
How “Your Algorithm” works on Instagram
When “Your Algorithm” hits your phone, you’ll find it in the top right corner of the Reels feed: two lines with heart icons placed on each. (I had to update the app and force quit it a couple times to get it to appear.) Once you open this tab, you’ll see a short summary of the type of content the algorithm says you’ve liked recently. In Meta’s example, it says, “Lately you’ve been into creativity, sports hype, fitness motivation, [and] skateboarding.” Mine says, “Lately you’ve been into classic video games, laughing at comedy clubs, and making beats in the studio.”
Beneath this summary, you’ll find the “What you want to see more of” section. Here, you can choose specific content categories you’d like to appear in your feed more often. Instagram will populate some choices here based on your past interests—Meta’s example from above shows things like “Sports,” “GRWM,” “Thrifting,” and “Horror movies”—but you can tap an “Add” button to contribute your own requests. You can tap any of these content types to find the option to watch Reels in that category, in case you want to test drive any before locking in your choices.
Beneath this, you’ll find “What you want to see less of.” This is the same concept, but the reverse: You can choose any content types you don’t want in your feed anymore. If you’re sick of seeing hiking videos, but Instagram continues to show them to you, here’s your chance to directly tell the algorithm to cut it out.
If you tap the three dots in the top right, you’ll find some shortcuts to existing content controls, too, like whether to suggest political content on your feed, “sensitive” content controls, and specific words and phrase filters, to name a few. You can also tap the share button to share your algorithm summary to your story. I’m not sure who would want to do that, but I guess I shared my summary here, so who am I to judge.
Meta’s changing content controls
Wired highlights how these changes come as the European Commission is pushing Meta to present more data controls to EU users: These users have so far been able to pay to not see ads, but since the European Commission didn’t think that was enough, Meta will allow users to choose whether to allow all their data to be used for personalized ads, or only a small percentage.
That’s not happening here in the U.S., but that doesn’t mean Meta is staying the same, either. “Your Algorithm” is launching as Meta is facing criticism over how it handles younger users on its platforms. Reports suggest Meta understands how addictive its apps are, especially to teens, and the company’s internal policies for chatbot interactions with minors was, frankly, appalling. The company has rolled out Teen Accounts across apps like Instagram and Facebook, which offer limits on communications and interactions, and new AI parental controls are also on their way. “Your Algorithm” seems to be the latest in a string of efforts to make it easier for users to control the experience on Meta platforms. Theoretically, you could even use these controls to make your Reels experience less addicting.
Those are all good developments as far as I’m concerned, but I fear there’s still quite a lot of work to do to make Meta’s products—as well as many other social media products—less addictive, and, overall, better for us. Case in point: I opened the app to test out “Your Algorithm,” and not only did I not find it at first, I ended up losing five minutes of my life watching the first video that appeared in my feed. I need to delete Instagram from my phone.
