What Instagram’s recommendations reset feature means for advertisers

Scrolling through Instagram is like sipping from an endless digital fountain. You dive in for a quick glance, and before you know it, an hour has evaporated in a haze of oddly captivating cat videos, influencer reels, and ads for things you didn’t know you needed. Yet, for all its allure, the algorithmic wizardry behind the platform has its quirks–one of the most common gripes being the ‘stuck in a rut’ syndrome. Ever searched for a coffee table once, only to have your feed become a relentless furniture catalogue? Or followed a fitness trend only to drown in protein powder ads months after giving up on the gym?  

For years, Instagram’s algorithm has worked as a hyper-efficient recommendation engine, adapting to user behaviour with pinpoint accuracy. This has been a boon for advertisers, who can zero in on audiences with laser precision, and for users, who get a feed seemingly tailored just for them. But perfection isn’t always welcome. The same precision that makes Instagram feel personal can also trap users in a loop of repetitive content–filter bubbles that grow stale, uninspiring, and frustrating.   

Enter Instagram’s latest announcement: a reset button for its content recommendations. The update is designed for those who feel the platform’s suggestions no longer align with their interests. By resetting recommendations, users effectively start fresh, retraining the app’s algorithm to reflect their preferences across the Explore page, home feed, and Reels tab.

With a simple click, users can now clear their algorithmic slate, wiping away months or even years of accumulated preferences. It’s the digital equivalent of moving to a new city and reintroducing yourself as the cooler, more interesting version of you. But like all fresh starts, this one comes with its share of challenges and opportunities–for users, for advertisers, and for Instagram itself.  

Instagram isn’t the first platform to take this plunge. TikTok introduced a similar feature last year, offering users a way to reset their ‘For You’ page and reinvigorate their scrolling habits. But while TikTok's algorithm is famous for its near-instant recalibration, Instagram’s ecosystem is more complex, deeply entwined with advertisers who rely on its precision targeting to deliver ROI. With this new feature, Instagram is walking a fine line between empowering its users and keeping its advertisers happy–a balancing act that could redefine the future of social media engagement.

So, what does this reset button really mean? Is it a liberating, fresh start for users or a temporary disruption for advertisers? Does it signal a genuine shift toward digital transparency or simply a clever PR play? To answer these questions, we turned to industry experts who shared their insights on the reset feature’s impact on user experience, advertiser strategies, and ethical considerations.

As we peel back the layers of this seemingly simple feature, one thing becomes clear: the reset button is more than just a tool–it’s a statement. Let’s dive deeper into what it means for everyone involved.

The algorithm: A digital matchmaker

Instagram’s algorithm is the engine behind every scroll, like, and share. It’s a tireless assistant for users and a revenue-driving force for advertisers. For users, it creates a curated feed of personalised content; for advertisers, it delivers insights that power hyper-targeted campaigns.

Himani Agrawal, SVP at Hypothesis by OML, explains it as “a content recommendation engine that optimises user engagement and ad relevance in real-time. It’s a symbiotic relationship where users receive tailored content, and advertisers maximise ROI by reaching predisposed audiences.”

“From an advertiser's perspective, this same behavioural data is used to segment audiences and serve hyper-targeted ads. Advertisers benefit from the algorithm’s ability to contextualise a user’s engagement history. For instance, if someone is following/searching/interacting with accounts that are posting about weddings, it will show you ads for wedding photographers, assuming you might be looking for one. This contextualisation makes campaigns all the more precise in reaching audiences that are likely to convert,” Agrawal further explains. 

“Think of it as a matchmaking engine,” says Aditya Premani, Co-Founder & Head of Social at Social Pill. “For users, it introduces them to content they’ll likely love. For advertisers, it creates audience segments based on behavioral data, enabling hyper-targeted campaigns. It’s like hosting a party where everyone meets their perfect match.”

But what happens when the host has to guess the guests’ preferences from scratch?

A mixed bag

The introduction of the reset feature is a bold attempt to address content fatigue and algorithmic stagnation. With one click, users can wipe away the algorithm’s historical understanding of their preferences. It’s an enticing option for anyone tired of their feed being hijacked by fleeting obsessions or outdated interests.

“Sometimes,” notes Agrawal, “your feed gets hijacked by a recent obsession–say wedding planning or home workouts–and keeps feeding you more of the same when you’re trying to move on. The reset offers liberation, a chance to break free of those ‘filter bubbles.’”  

Agrawal explains that the recommendations reset feature introduces a level of user control that fundamentally disrupts Instagram’s algorithm’s feedback loop. In the short term, the reset will flush the system of accumulated user preferences, essentially restarting the personalisation process. She says that this could make the user experience feel temporarily less cohesive as they start to receive content from their preferred influencers/family members while the algorithm rebuilds its understanding of user intent and interests through their interactions and search history.

“It’s like hitting refresh on your experience–liberating and personal, almost like rediscovering the platform. But the flip side is that it might create a brief period where the algorithm is out of sync, struggling to figure out what content works for you. This could affect engagement and overall satisfaction,” says Premani. 

Jay Rathod, Founder & CEO, Koffeetech Communications, sees the feature as empowering. “Initially, content may feel less relevant, but over time, it builds trust by allowing users to redefine their experience. For Instagram, it’s a move toward transparency and adaptability.”

Yet, this freedom isn’t without consequences. For advertisers, the reset creates a temporary vacuum where user preferences are unclear. “The new feature discards preference data, creating a vacuum in content targeting,” Rathod continues. “Advertisers might face challenges in delivering precise campaigns, but it’s also an opportunity to innovate and engage broader audiences.”

Manjul Wadhwa, Founder of Anagram Media Labs and Inflyx, adds, “For advertisers, the disruption to top-of-funnel campaigns will be noticeable. However, intent-based targeting at the bottom of the funnel may remain relatively stable. The key is whether Gen Z, who values digital control, adopts the feature en masse.”

“For the industry, this move reflects a growing demand for transparency and user-centric algorithmic design. It may prompt competitors to rethink how they offer personalisation while giving users more input into their own digital experience. For advertisers, this could very well mean a waste of ad dollars as the algorithm readjusts to the user’s true interests and intent,” observes Agrawal. 

Highlighting another nuance from the point of view of brands, Agrawal says, “Brands that rely on micro-targeting or behaviorally triggered campaigns might see diminished reach as more and more users opt for a reset and their preferences stabilize. Though these impacts should last only for a few months post the release of the feature as that’s when users are likely to reset en-masse.”

A new era of engagement?

Resetting content recommendations may reshape user behaviour, influencing how people engage with the platform. Will users take an active role in curating their preferences, or will they lean back and let the algorithm recalibrate?

Premani anticipates a split: “Some will take charge, curating their experience with precision. Others might adopt a ‘wait-and-watch’ approach, leading to temporary passivity.”

Shradha Agarwal, Co-Founder and Global CEO of Grapes Worldwide remarks, “There are high chances of a decline in engagement during initial days due to the changed algorithm. Therefore, the industry players will have to invariably monitor the users interests and dislikes to make adjustments to their content, posting timings, etc., based on user activity.”

She sees potential for richer user engagement. “Over time, brands can use the new data to identify changing audience preferences and adjust their strategies accordingly. It’s a chance to build stronger, more authentic connections with users.”

But the shift isn’t just about users. Himani Agrawal highlights the implications for advertisers: “The reset feature challenges advertisers to create campaigns that resonate universally, beyond niche targeting. It’s an opportunity to focus on creative storytelling and intent-driven strategies.”

The short-term disruptions are likely to be unavoidable. “Metrics like CTR and ROAS might decline temporarily as the algorithm recalibrates,” Himani Agrawal warns. “But brands that innovate quickly will find ways to thrive.”

“One way to mitigate this is to incorporate broader storytelling or use an adaptive strategy. Machine learning, for instance, could help recognize new behavioral patterns calibration. Naturally, KPIs will have to be accordingly modified to respond to this glitch in analytics and data collection,” Agrawal advises. 

Ethical terrain and the way ahead

From a digital ethics perspective, the reset button is both a step forward and a clever marketing move. While it gives users more control over their digital space, it doesn’t fundamentally alter Instagram’s data practices.

Manjul Wadhwa offers a skeptical view: “It’s a subtle PR play, offering a semblance of control rather than addressing root causes of algorithmic bias or data opacity.”

Others, like Shradha Agarwal, see the reset as a practical tool: “The feature directly addresses frustrations with repetitive recommendations and tedious un-following. It’s a user-first move that could foster greater trust in the platform.”

Meanwhile, Premani frames it as a nudge towards transparency: “By offering a reset, Instagram positions itself as more transparent. But the real test will be whether users feel genuinely empowered or see this as a band-aid on larger issues of algorithmic opacity.”

Himani Agrawal mentions that this new feature allows users to find new content they might be interested in or let go of historical preferences that were earlier addressed by either stepping away from the platform or a tedious unfollow/marking not interested exercise. “This move also positions Instagram as a more transparent platform that is responsive to concerns about algorithmic bias and user agency,” she adds. 

Instagram’s reset feature signals a shift in the balance of power between users, algorithms, and advertisers. For users, it’s a chance to reclaim their digital space and discover new content. For advertisers, it’s both a challenge and an opportunity to rethink engagement strategies.

“The future of social media will be defined by features like this,” says Premani. “Platforms that empower users while creating space for advertisers to innovate will lead the pack.”

As Instagram users hit reset, one thing is certain: in the social media landscape, even algorithms occasionally need a fresh start. For brands and users alike, the challenge now is to embrace the change and redefine what meaningful connection looks like in the digital age.

After all, who doesn’t love a clean slate?