Ever find yourself endlessly scrolling through Instagram, only to realise your feed no longer sparks joy? The carefully curated feed of your teenage years just doesn’t feel like you anymore.
Good news—Instagram is giving you the chance to hit refresh and start anew.
What is Instagram’s Makeover?
In a recent blog post on 19 November, Instagram unveiled a bold new feature set designed to give users more control over their experience:
- Reset your recommendations to start fresh.
- Review and unfollow accounts that no longer align with your interests.
- Select posts you love to see more similar content.
- Mark posts as ‘not interested’ to avoid seeing them again.
- Use the ‘hidden words’ feature to filter out content with specific words or phrases.
But there’s a catch—these changes are permanent, so be certain before making the leap.
Why is Instagram doing this?
The new ability to reset Instagram’s algorithm is primarily designed with teenagers in mind, aiming to reduce their exposure to inappropriate content. As part of its rollout of new teen accounts—which feature enhanced protections and stricter content restrictions—this feature also gives parents and guardians greater control over what younger users can access.
But while it’s tailored for teens, the feature is likely to resonate with all users. After all, a feed cluttered with irrelevant, mismatched, or even inappropriate content isn’t just a teen problem. Most users want a feed that reflects who they are now, not who they were years ago. By reviewing the accounts they follow and tweaking ad topics, users can escape the endless loop of content they’ve been trying to move past and avoid falling back into the same black hole.
There’s a trade-off, though. Instagram head Adam Mosseri acknowledges that resetting your recommendations will initially make the app “much less interesting,” as the platform will need time to relearn your preferences. But, as Mosseri puts it, “If you do end up in a place where you really don’t feel good about your experience, this gives you an out.”
Before taking the plunge, users will receive a warning message and a suggested list of low-engagement accounts to consider unfollowing. This step-by-step approach helps users fine-tune their feed before committing to a full reset—making the cleanse a little less daunting.
What Marketers Need to Know
Instagram’s new algorithm update is set to change how users engage with content—and how brands appeal to them. For marketers, the update brings both opportunities and challenges.
The Upside
The reset feature offers a chance to connect with a more targeted and engaged audience. By allowing users to fine-tune their feeds, Instagram ensures they’re more likely to see content that aligns with their current interests. For brands, this means:
- Improved Ad Performance: Your content is more likely to reach users who are genuinely interested in your product or service.
- Better Organic Reach: A more engaged audience translates to higher-quality interactions.
- Opportunity to Build Authenticity: Users curating their feeds are more inclined to follow brands that feel relevant and authentic. This gives marketers the chance to refine their messaging and focus on delivering meaningful, value-driven content.
The Downside
On the flip side, the curated environment could increase competition for visibility. As users clean up their feeds, reaching your target audience might become more challenging. Additionally:
- Algorithmic Learning Curve: With Instagram relearning user preferences, marketers may experience shifts in campaign performance or delays in reaching new audiences during the adjustment period.
The bottom line: Instagram’s new update calls for a sharper focus on creating personalised, high-quality content that resonates with their target audience and increasingly evolving interests.