Instagram Rolls Out Topic Controls for Reels: What It Means for Creators and Brands

 

Instagram has just launched a long-anticipated feature that lets users take greater control over their Reels recommendations. With this update, people can now manage what kinds of topics appear more—or less—often in their feed.

In essence, users can customize the Reels Topic Algorithm: choosing what to see more of and what to see less of. It’s a subtle but major change that shifts power back into the users’ hands—and it’s going to reshape how creators and brands think about discoverability on Instagram.

The Core of the New Feature

Inside your “Suggested Content” settings, Instagram now displays a list of topics it believes you’re interested in. You can toggle them on or off depending on your preference.

• When you turn on a topic, Reels related to that category are more likely to appear in your feed.
• When you turn off a topic, the algorithm will reduce how much of that content you see.

It’s still powered by the same core recommendation system—but these manual choices add a new layer of personalization, giving users clearer influence over what their algorithm prioritizes.

The rollout is gradual and will reach users globally over the next few weeks.

Why This Update Matters

1. A New Level of User Control

For years, Instagram users have asked for a way to stop seeing content they don’t care about. This update finally delivers on that request. Instead of relying entirely on passive signals—likes, comments, and watch time—Instagram now lets you actively tell it what you want.

That means fewer irrelevant videos and a more curated Reels feed built around your real interests.

2. A Smarter Algorithm

For Instagram, this change means better data. Rather than guessing what users like based solely on behavioral signals, the platform gets explicit input about content preferences. Over time, that should improve both engagement rates and user satisfaction.

3. Major Implications for Creators and Marketers

Here’s where things get interesting: if users are manually selecting which topics they want to see more often, that gives creators a powerful signal about where to focus.

If you’re making content within a “preferred” topic—say fitness, travel, tech, or beauty—you might get an algorithmic lift among users who have that topic switched on. Conversely, if your niche falls under a category people are opting out of, your reach could drop.

The Opportunity and the Risk

The Opportunity

1. Better Alignment with Audience Interests
   You now have a map of what your viewers really want. Lean into those chosen topics and make content that fits.
2. More Predictable Reach
   Topic control gives you a more transparent way to understand why your videos perform well or not. It’s not just a mystery of algorithmic luck—it’s preference-based reach.
3. Stronger Audience Retention
   When people see content from creators whose topics they’ve already selected, the engagement is more intentional, not accidental. That means longer watch time and higher follow rates.

The Risk

1. Reduced Discovery Potential
   If your category isn’t popular or is often toggled off, you might find it harder to break into new audiences.
2. More Competition in Popular Topics
   Expect oversaturation in “hot” topics like fashion, fitness, and travel, where every creator will try to capitalize on algorithmic visibility.
3. Dependence on Trends
   When topics trend up or down, creators could feel pressured to shift their identity just to stay relevant—potentially losing authenticity in the process.

How to Adapt Strategically

1. Define Your Core Topic
   Make sure your niche aligns with at least one of the most commonly selected Reels topics (like “Lifestyle,” “Tech,” or “Food”).
2. Create Subtopic Variations
   Don’t stay too broad. Test smaller topic clusters—e.g., under “Travel,” explore “Solo Trips,” “Luxury Stays,” or “Hidden Destinations.”
3. Track Analytics Closely
   Use Reels insights to measure which videos are surfacing more often and cross-reference with trending topics.
4. Experiment Safely Across Accounts
   If you manage multiple content verticals, you can test new niches without risking your main page’s reach. Running multiple profiles using Bulk Instagram Accounts lets you explore how different topics perform, scale winners fast, and avoid being penalized for over-testing on one account.
5. Watch for Algorithmic Drift
   Even with topic controls, the algorithm will still learn from behavior. Stay aware of shifts—if your reach suddenly drops or rises, check which topics might have been turned on or off by your audience.

What This Signals About Instagram’s Direction

Instagram is clearly leaning deeper into personalization—similar to how TikTok allows people to curate feeds through engagement and preference patterns. This feature is also a step toward algorithmic transparency: users finally see a piece of how their feed is shaped.

For creators, it’s a call to focus on content relevance and consistency. When your theme is clear, and your message stays within defined interest boundaries, you’re more likely to appear in those “enabled topic zones” that boost exposure.

The Reels experience will increasingly resemble personalized streaming playlists—customized, thematic, and ever-evolving.

Key Takeaways

• The new topic control gives users active influence over what shows up in their Reels feed.
• Creators aligned with “on” topics will likely see better organic reach.
• Competition will intensify around popular categories.
• Marketers need to track how audience interests shift and adapt quickly.
• Testing different topic niches via multiple accounts—using Bulk Instagram Accounts—can give valuable algorithmic insights without risking your main presence.

The bottom line: Instagram just made its algorithm a little less mysterious—and a lot more competitive.