Sep
Instagram has officially joined the elite club of apps with over 3 billion monthly active users, a major milestone celebrated by CEO Mark Zuckerberg and Instagram head Adam Mosseri. This places the platform among the top global properties in scale and influence.
With that growth, Instagram is also rolling out interface changes to help users have more control over what they see — updates centered around Reels personalization and navigation improvements.
What’s Changing: Topic Control & Navigation Tweaks
Topic Control in Reels
One of the standout additions is a new tool that reveals the topics Instagram thinks you engage with most in Reels. Users can now review, remove, or add tags to better tailor their content feed. They can also block certain topics entirely. This gives people a stronger voice over what content surfaces in their discovery experience.
Navigation Bar Redesign
Instagram is also rearranging some of its core navigation elements. The DM (Direct Message) icon is shifting to the bottom row, making messaging more accessible with one hand. The “Create” button moves to the top-left corner, while the search icon will sit just to the right. These adjustments are intended to streamline switching between Home, Reels, and DM — all actions people frequently use.
One debated idea was launching the app directly into Reels, especially as consumption patterns lean more video-first. While that has been tested (notably on iPad), Instagram will continue launching to the home feed for now.
Why These Updates Matter
Reaching 3 billion users is not just symbolic — it confirms Instagram’s deep integration into people’s digital habits. As Meta leans more heavily into its “ecosystem” strategy, Instagram’s improvements to personalization and navigation become critical differentiators in a competitive landscape.
By giving users control over topics and making key features (like messaging) more prominent, Instagram aims to boost retention and reduce fatigue. At the same time, creators and brands must understand how these UI changes affect content discovery, audience reach, and engagement patterns.
Strategic Takeaway for Brands & Creators
As users gain more control over what appears in their Reels feed, content creators must adapt accordingly. Some tips:
- Encourage followers to fine-tune their topic preferences (so your content stays visible).
- Use a mix of broad and niche topics so you’re not too dependent on one tag.
- Monitor shifts in reach as the new UI rolls out; be ready to pivot content strategies.
Also, if you’re managing multiple Instagram campaigns or scaling across niches, having access to multiple accounts can help you test different approaches and guard against algorithmic fluctuations. If that’s relevant to your strategy, consider Bulk Instagram Accounts to expand your testing capacity, segment audiences, and maintain flexibility.
