Instagram learns what you watch and shows you more of it
Instagram's Reels algorithm tracks which videos you pause on, rewatch, like, comment on, and share. The more you interact with a type of content — say, cooking videos or fitness clips — the more Reels of that kind will appear in your feed. You can steer this in two directions: tell Instagram directly what you want to see less of, or change your watch and engagement habits so the algorithm learns your actual preferences.
The most direct method is to hide individual Reels and tell Instagram why. Over time, this teaches the platform what to filter out. You can also visit your account settings to see what Instagram thinks you are interested in, and remove categories from that list. Neither method is permanent — Instagram will still experiment with new content — but both work faster than waiting for the algorithm to notice a change in your behavior.
Key Takeaways
- You can hide a Reel by tapping the three dots on the video and selecting "Not interested," which tells Instagram to show you fewer videos like that one.
- Removing interests from your account settings (under Ads and Businesses > Ad Preferences > Interests and Labels) removes entire categories Instagram thinks you care about.
- Liking, commenting on, and rewatching videos trains the algorithm faster than hiding videos trains it to stop, so your engagement habits shape your feed more than your rejections do.
- Instagram will continue to test new content types in your Reels feed even after you hide videos or remove interests, because the platform experiments to learn your preferences.
Hide individual Reels to tell Instagram what you don't want
Open the Reel you want to see less of. In the bottom right corner, tap the three dots (the menu icon). A list of options will appear. Select "Not interested." Instagram will remove that video from your feed and note that you rejected that type of content.
Repeat this for any Reel that does not match what you want to see. The more you hide, the faster Instagram learns. However, hiding is reactive — you have to see the video first before you can reject it. If you want to prevent entire categories from appearing, removing interests from your settings is more efficient.
Remove interest categories from your account settings
Open Instagram and go to your profile. Tap the menu icon (three horizontal lines) in the bottom right. Select "Settings and privacy," then tap "Settings." Scroll down and tap "Ads and Businesses." Select "Ad Preferences," then tap "Interests and Labels."
You will see a list of categories Instagram has assigned to you based on your activity — things like "Fitness," "Fashion," "Gaming," or "Food and Drink." Tap any category you want to remove. A confirmation message will appear asking if you want to remove it. Tap "Remove." Instagram will stop using that interest to recommend content to you, though it may still show you videos in that category if other signals (like who you follow) suggest you might like them.
This list changes over time as your activity changes. If you remove an interest and then start engaging with that type of content again, Instagram will add it back to your list.
What you watch and engage with shapes your feed more than what you hide
Instagram's algorithm prioritizes what you actively engage with over what you reject. If you like, comment on, or rewatch videos about a topic, Instagram will show you more of that topic even if you have hidden similar videos in the past. This means your actual viewing habits train the algorithm faster than hiding videos does.
If you want to change your Reels feed, the most effective approach is to engage with the content you actually want to see. Like videos you enjoy, spend time watching them, and comment when you have something to say. Over a few days or weeks, Instagram will notice the shift and adjust what it shows you. Hiding videos helps, but it works slower than positive engagement.
Instagram will keep testing new content even after you adjust your preferences
Even after you hide videos and remove interests, Instagram will occasionally show you content outside your stated preferences. This is intentional — the platform experiments to learn whether your interests have changed or to test whether new content might appeal to you. You may see a few videos that do not fit your usual feed, then see them disappear if you do not engage with them.
If you see a type of content appearing regularly that you do not want, hide it again. Instagram will adjust. The platform does not have a way to lock your feed to only certain categories, so some experimentation is built into how Reels works.
Muting accounts and hashtags also shapes what you see
Beyond hiding Reels and removing interests, you can mute specific accounts or hashtags. If you follow someone but do not want to see their Reels in your feed, tap their profile, tap the menu icon, and select "Mute." Choose whether to mute their posts, stories, or Reels. You will still be following them, but their content will not appear in your feed.
You can also mute hashtags. Search for a hashtag, tap it, and tap the menu icon. Select "Mute this hashtag" and choose how long you want to mute it — 30 days, 90 days, or indefinitely. This prevents posts and Reels tagged with that hashtag from appearing in your feed, though you can unmute it at any time.
Your Reels feed is different from your main feed
Instagram has separate algorithms for your main feed (posts from accounts you follow) and your Reels tab (short videos from anyone). Changes you make to your Reels preferences do not automatically change your main feed, and vice versa. If you want to adjust both, you may need to hide content and remove interests in each section separately.
The Reels tab is designed to show you content from accounts you do not follow, based on what Instagram thinks you will engage with. Your main feed prioritizes posts from accounts you follow. This is why you might see very different content in each place even though you are using the same account.
Frequently Asked Questions
Will Instagram stop showing me a type of content if I hide one video?
Hiding a single video sends a signal, but Instagram needs multiple signals to make a change. Hide several videos of the same type, and the algorithm will adjust faster. If you hide one cooking video but then watch and like five more cooking videos, Instagram will keep showing you cooking content because your engagement outweighs your rejection.
Can I see what interests Instagram has assigned to me?
Yes. Go to Settings > Ads and Businesses > Ad Preferences > Interests and Labels. This list shows the categories Instagram uses to recommend content and ads to you. You can remove any category from this list, though Instagram may add new ones based on your future activity.
If I remove an interest, will Instagram never show me that content again?
Removing an interest tells Instagram to stop using that category to recommend content, but you may still see videos in that category if other factors suggest you might like them — for example, if you follow accounts that post that type of content. Instagram also experiments with showing you content outside your interests to test whether your preferences have changed.
Does muting an account remove their Reels from my feed?
Muting an account removes their posts, stories, or Reels (depending on what you choose to mute) from your feed, but you remain following them. They will not know you muted them. You can unmute them at any time by visiting their profile and selecting "Unmute."
Why do I see content I have already hidden?
Instagram occasionally shows you content you have rejected to test whether your preferences have changed or to experiment with new creators. If you do not engage with it, it will disappear. If you see the same type of content repeatedly after hiding it, hide more examples and the algorithm will adjust.