Threads, Instagram and TikTok update customisable algorithm features

It appears that social media might be moving away from opaque systems that predict user interests, and instead are handing over the reins for users to decide. Platforms like Threads, Instagram and TikTok are starting to introduce user-led algorithms, allowing people to customise for themselves what shows up in their feeds. 

The move indicates that platforms are perhaps noticing some lost engagement based on predictive algorithms guided by activity on the app, and are looking to boost engagement by giving users more autonomy about what’s showing on their feed. 

Instagram’s and Thread’s new features are called “Your Algorithm” and “Your Algo”,  respectively, and allow users to choose the feed they want by topic. On Instagram it can be accessed through settings, where users can see what the platform algorithm ‘thinks’ are the topics they are most interested in. They can then choose what they want to see more or less of, and/or add topics.

On TikTok, setting changes have also been available since 2024 through the app’s “Manage Topics” tool, by adjusting a slider for content ratio. Last year they also expanded the feature through Smart Keyword Filters, which limit specific keywords and their synonyms.

Pivot from broad appeal. Hyper-targeted, niche audiences are the new name of the game, with many users now self-selecting their experience. Artist teams should be thinking (and asking) about topics that their fans most resonate with. 

Optimise for keywords. Since TikTok now uses ‘Smart Keyword Filters’, one strategy is to be deliberate with themes (and always with metadata) to ensure they appear in the right feeds.