Instagram Gives Users Control Over Feed Algorithm

Instagram is expanding its algorithm personalisation features to the main feed, allowing users to control what type of content they see more or less of in their recommendations. Head of Instagram, Adam Mosseri, said the change is intended to give users control over their experience on the app. He believes giving users freedom to shape their platform experience is good for both users and business. “I believe this is part of the business. By empowering users to shape Instagram into something that suits them, they can have more control over the product they use,” Mosseri said, as reported by Engadget on Thursday (11/6/2026). However, the new feature has limitations. Personalisation only applies to interest-based categories such as “rescue dogs” or “parenting humour”. When asked to show posts from followed accounts, the system displays a “no results found” error message. This means users cannot yet use this feature to increase the priority of content from accounts they follow. This is a sensitive issue for creators and businesses on the platform. Mosseri is often asked why creators’ posts do not always reach all of their followers. According to Mosseri, the list of followed accounts is no longer the primary way users shape their feed. He explained that changes in user behaviour are a factor, with many interactions now shifting to Stories and direct messages. As a result, the recommendation system is seen as a solution to fill the content or interaction gap in the feed. Despite this, Instagram confirmed it will not remove the recommendation system from the main feed. The app still provides a dedicated “Following” tab for users who want to see posts exclusively from accounts they follow.