Did you know that users now choose what to see on Instagram, not just the algorithm?

Instagram has expanded a feature—previously available only on Reels and Explore—to the entire Feed: "Your Algorithm." Starting today, you can see which topics the system associates with your profile and actively choose to add or remove them, right from the app’s main section.

The process is simple: Instagram displays a list of the topics it suggests most often, and you can remove the ones you’re not interested in or confirm the ones you want to see more of. There is, however, an important limitation—one that also applies to content creators: these controls only work on topics not yet shown to the user, not on those already established in their preferences.

For a business using Instagram, this news shifts the focus from “when to post” to “what to consistently talk about”. If your content is clearly and consistently associated with a specific topic (e.g., tax consulting, local dining, fitness), you’re more likely to remain among the active choices of your existing followers, even when the algorithm changes. Conversely, content that’s too varied risks not being associated with any specific theme and is more likely to fall out of the user’s selection.

In practice, consistently focusing on a few recognizable themes over time matters more today than a single well-timed post.