If your Instagram reach has dropped lately, you’re not imagining things. The Instagram

algorithm in 2026 has undergone its most significant transformation yet, and what

worked even six months ago might not work today. But here’s the good news: Instagram

has actually become more transparent about how its algorithms work, and for the first

time ever, you can now manually control what you see in your Reels feed.

In this comprehensive guide, I’ll break down exactly how Instagram’s algorithm works in

2026, what’s changed, and most importantly—how to make it work for you instead of

against you.

What Actually Changed in the Instagram Algorithm 2026

The biggest shift? Instagram is no longer just a content-sharing app. It’s now a full-

blown recommendation engine powered by AI. This means the platform doesn’t just

show you posts from accounts you follow—it actively predicts what you’ll want to see

based on thousands of behavioral signals.

Here are the most significant changes that rolled out between late 2025 and early 2026:

1. The “Your Algorithm” Feature (January 2026)

This is game-changing. Instagram rolled out a new feature called “Your Algorithm” to all

English-speaking users in January 2026. For the first time, users can manually control

their Reels feed by adding or removing topics of interest.

What this means for creators: If your content doesn’t match the topics people actively

choose, it’s less likely to surface—even if it’s high quality. You need to understand what

topics your audience has selected, not just what Instagram predicts they’ll like.

2. Hashtags Got Demoted (December 2024)

Instagram removed the ability to follow hashtags in December 2024, and hashtags no

longer appear in feeds. While people can still search for hashtags, the algorithm has

significantly reduced their weight to combat spam.

What works instead: Keywords in captions and profile descriptions. Instagram’s search

function now relies heavily on text-based keywords, so descriptive captions are more

important than ever.

3. Original Content Gets Priority

Instagram’s AI can now detect recycled content from TikTok or other platforms.

According to Instagram head Adam Mosseri, the algorithm actively rewards original,

creative content made specifically for Instagram.

What this means: Cross-posting the exact same video from TikTok will hurt your reach.

If you’re repurposing content, adapt it for Instagram’s format and audience.

4. AI Translation Feature

In late 2025, Instagram added AI-powered translations for Reels in multiple languages

(Hindi, Portuguese, English, Spanish, with more coming). Mosseri specifically called out

translations as a tactic for boosting reach.

What this means: Your content can now reach global audiences automatically,

potentially increasing your reach significantly.

5. Trial Reels for Testing

Instagram introduced Trial Reels, which lets you test a Reel with non-followers before

posting it to your entire audience. If it performs well with cold audiences, that’s a green

light to post broadly.

What this means: You can validate content performance before risking your engagement

rate with your existing followers.