Sonia Says: Social Media Coach, Marketing Consultant

Instagram quietly rolled out a new feature earlier this month.

You can now customize your Reels algorithm based on themes and interests.
Not just “hide this,” but actually tell Instagram what lanes you want more of.
And here’s the thing…

This is both amazing and slightly concerning — depending on how you look at it.

⭐ THE GOOD: We finally get some control back.
If you want more cooking, journalism explainers, Pilates, skincare, book talk — whatever — you can actually shape what shows up. Reels suddenly feels less like the Wild West and more like a curated experience.

👎 THE BAD: We’re actively choosing our bubbles now.
If you don’t select news, local issues, or anything outside your comfort zone… it may never reach you. And that has big implications for how people stay informed — or don’t.

And here’s where this gets real for creators and journalists:

If audiences can handpick their interests, then:
– Content has to earn its way into those categories
– Discovery becomes harder unless someone deliberately selects your topic
– “General audience reach” may shrink
– Packaging matters even more — clear themes, repeatable value, recognizable angles
– Journalists may have to rethink how they surface need-to-know information to people who aren’t actively seeking it

This update gives users control… But it also raises a bigger question:
What happens when we only choose the content that feels comfortable?

And what gets lost when important information doesn’t fit neatly into a chosen “theme”?

I’m watching this closely — because this shift isn’t just about Reels. It’s about how information finds us in 2026.