The news: Instagram is offering users increased control over the inputs that shape their Reels feed by adding algorithm control options.

• Reels users can see a summary of what content Instagram thinks they like and directly choose which topics they want to see more or less of.
• Users can also share a summary of their content preferences and recent watch behavior in their stories, per Wired, making topic interests a form of social currency.

Key stat: Reels made up 21% of all US ad impressions on Instagram in Q2 2025, per Tinuiti, up from 13% in Q2 2024.

Trendspotting: Feed customization controls are a hot topic across social platforms like TikTok, Pinterest, and Threads, all of which are looking to increase engagement and time spent.

• Showing users content that they genuinely like reduces the appearance of irrelevant posts and could prevent them from switching to rival platforms.
• It’s likely to drive more likes, shares, and comments by surfacing content that’s most compelling to individuals.

Social users have become more aware that they aren’t seeing all content available on platforms, highlighting public consciousness that platform owners are dictating what information and posts are seen.

The opportunity: Meta’s clashes with the EU’s Digital Markets Act (DMA) are pushing changes over how much user data is available to advertisers, meaning marketers may need to lean more on explicit interest signals in the future and less on background tracking.

• Interest-based targeting capabilities could increase if users tell platforms what they enjoy engaging with.
• However, more customized user experiences could heighten ad expectations—if users have carefully curated feeds, they may be less tolerant of ads that don't seamlessly fit within the flow.

What brands should do: Lean into Instagram’s growing focus on interest-signaling by aligning creative with the topics users care about most. Focus on making every ad placement fit within curated feed experiences to reduce ad clutter and boost relevance.

• Build campaigns around clear themes and categories that map with Instagram’s interest controls to increase favorability in algorithms.
• Partner with creators whose audiences regularly engage with topics relevant to your brand.