Social media platforms are expanding tools that allow users to influence what appears in their feeds, responding to growing frustration with automated recommendations that can prioritise engagement over personal preferences. Meta’s Facebook and Instagram, YouTube and TikTok are among the platforms introducing features that let users customise the content they see.
The shift marks a change in how major platforms approach content discovery. For years, social networks increasingly relied on algorithms to determine what users saw, moving away from chronological feeds showing posts from accounts they followed towards personalised recommendations designed to keep people engaged.
Meta has recently expanded these controls across its platforms. On October 13, 2026, Facebook introduced an AI-powered feature called “Your Algorithm”, allowing users to describe in their own words the topics they want to see more or less frequently in Feed and Reels.
The feature builds on similar tools introduced on Instagram, where users can adjust recommendations by indicating their interests and asking the platform to reduce unwanted content. Facebook users can also access preference controls through the three-dot menu on individual posts, with changes designed to influence recommendations in real time.
Threads has introduced related controls, including “Dear Algo” and “Your Algo”, which let users request more or less content about particular subjects. These features give users greater influence over recommendations without requiring them to abandon personalised feeds entirely.
YouTube and TikTok have also been developing ways for users to shape their recommendation experiences, including controls over suggested topics and unwanted content. The broader trend reflects increasing demand for transparency and choice as artificial intelligence plays a growing role in deciding what people see online.
The changes come amid criticism that recommendation systems can expose users to repetitive, irrelevant or harmful material. Researchers and digital safety advocates have raised concerns about the role of engagement-driven recommendations in amplifying extreme content and keeping users scrolling for longer periods.
The debate has also prompted regulatory action. In September, the Australian government proposed rules requiring social media platforms to give users a choice over whether their default feeds rely on algorithmic recommendations or show posts from accounts they follow in chronological order.
However, platforms argue that personalised recommendations help users discover relevant content and creators they might otherwise miss. Instagram Vice President of Product Tessa Lyons told CNN that the challenge is to restore users’ sense of control while retaining the benefits of recommendations.
For businesses, creators and publishers, the changes could affect how audiences discover content and how brands reach potential customers. As users gain more influence over their feeds, companies may need to focus increasingly on relevant, engaging content rather than relying solely on automated distribution.
The direction of social media is therefore not necessarily a return to purely chronological feeds. Instead, platforms are seeking to combine AI-driven discovery with more direct user control over the content that shapes their online experience.
