Instagram’s algorithm just changed – and so did the rules

Maria Nelson

Guest Columnist

February 2, 2026

For those in social media, this scenario likely feels familiar: just when a platform seems understood enough to strategize with confidence, something changes.

An algorithm update rolls out, and suddenly, what worked last quarter doesn’t work the same way anymore.

Instagram’s newest update is one of those pivotal moments, but this algorithm change is especially significant.

With the launch of Your Algorithm for Reels, Instagram is giving users direct control over what they want to see more of (and less of).

This is not a small tweak.

This change affects how content gets discovered and how long people stay engaged.

This update signals where social media is headed next and how brands might earn a place in someone’s feed.

What changed and why it matters

Until now, Instagram decided what to show you based largely on your behavior: what you watched longer, what you liked, what you shared and what similar users engaged with.

Now users can actively tell Instagram what they are interested in.

They can name topics they want more of and topics they want less of.

Instagram is using more advanced AI to understand the actual content of Reels, not just how people interact with them.

That is a big shift.

We are moving from an algorithm that guesses what users want to watch to one that listens.

From a user perspective, this feels empowering. 

People want feeds that feel relevant instead of chaotic. 

When someone feels like they have a say in what they see, they tend to stay longer and engage more.

From Instagram’s perspective, this helps compete with TikTok and gather better data.

When users tell you exactly what they care about, you no longer have to guess.

And for brands – it raises the bar.

Why Instagram is doing this now

Reels is Instagram’s strongest engagement driver – it’s also where competition is the fiercest. 

Attention spans are shorter, and content volume is higher.

Users are quick to scroll when something feels off.

At the same time, AI has reached a point where platforms can understand content at scale.

That makes topic-level personalization possible in a way it was not before.

Add in growing pressure for control, and this move starts to make a lot of sense.

Instagram is trying to create feeds that feel intentional, not overwhelming.

This has serious implications for how brands create content.

Organic reach is no longer about volume

One of the biggest takeaways for organic content is this: You can’t force your way into someone’s feed anymore.

In the past, brands could rely on posting often, jumping on trends or overusing hashtags to stay visible.

That approach is much less effective when users are actively curating what they want to see.

If your content is consistently promotional and a user decides they want less of that, your posts will naturally show up less often.

This reinforces something we have believed for a long time – social media is not the place to constantly sell.

It’s the place to build connections. 

Brands that will perform well in this environment are human and helpful.

They know what they stand for, and they show up consistently around that value.

Clarity matters more than ever

When users tell Instagram what they are interested in, the platform needs to know where to place their content.

If your brand jumps between unrelated topics or chases every trend, that becomes harder.

Clear content themes win.

If you are a healthcare organization, you do not need to participate in every viral moment.

You need to show up around patient education, clinical expertise and approachability.

That kind of clarity helps the algorithm understand who should see you and why.

Being relevant beats being clever.

Value is the price of admission

When people actively choose what they want in their feed, only content that feels worth their time survives.

Educational reels, behind-the-scenes content, quick tips and honest storytelling will outperform polished sales pitches.

If your content only exists to promote your product or service, it will struggle in a curated feed.

A simple gut check helps:

• Does this teach something?
• Does this entertain someone?
• Does this make someone feel understood?

If not, it probably won’t earn a spot.

What this means for paid media

Paid advertising has not changed but user behavior has.

As people curate their feeds, they become more selective.

At the same time, Meta, the parent company of Facebook and Instagram, gains better data. 

Explicit interest choices are stronger than passive scrolling behavior.

That is good news for advertisers.

Campaigns can be more relevant and efficient because they are built on clearer intent.

If someone tells Instagram they are interested in skilled trades, a construction or manufacturing brand can now more effectively reach engaged audiences, rather than relying on guesswork.

How brands should adapt

This is a moment to slow down and refocus.

Start by paying attention to what your audience actually values.

From there, identify two to four content themes that consistently perform well.

Make your message clear and repurpose what works instead of constantly chasing new ideas.

And most importantly, be human.

As feeds become more intentional, people choose content that feels real.

Not corporate.

Not overly produced.

Not self-focused.

This is not just an algorithm change – it is a shift in expectation.

Brands that adapt now will be better positioned for whatever comes next.