Facebook’s new algorithm controls could favour niche creators

Facebook’s new algorithm controls could favour creators with clearly defined niches as the platform gives users more say over what appears in their feeds.

Meta is rolling out AI-powered tools that allow people to directly tell Facebook which topics they want to see more or less of across Feed and Reels, with its ranking systems adapting in real time.

The Your Algorithm feature lets users add and manage topics they are interested in using their own words. Facebook has also updated the three-dot menu on posts, where people can select “Interested” or “Not interested” and may be asked follow-up questions about what they liked or disliked.

The feature follows the launch of Your Algorithm on Instagram Reels in December 2025 and its expansion to Feed and Explore in June.

Brendan Gahan, founder of Creator Authority, told The Daily Influence the move could work in favour of emerging creators who have established a specific niche.

“Creators are already niching down because of how much content is out there. It’s no longer enough to be a lifestyle creator or a gamer. You need a niche within a niche,” he said.

“The knock on effects are unknown but I could see this could actually helping emerging creators who own a specific lane.”

Gahan also questioned whether the changes were primarily about personalisation, pointing to the wider scrutiny facing Meta over how its feeds are designed.

“Meta is facing growing legal and public scrutiny over how addictive its feeds are. Giving users more say over what they see is a smart move in that environment,” he said.

“I’d guess this stems from that more than anything else and giving more control to users gives Meta some breathing room. Likely the priority is still time spent on the platform, not personalization for its own sake.”

Unlike proposals to let users opt out of recommendation algorithms altogether, Facebook’s feature keeps its ranking system at the centre of Feed and Reels while allowing people to give it more explicit instructions.

Australia last month proposed giving social media users the option to switch off algorithmic recommendations and instead see posts only from accounts they follow. The Daily Influence previously reported that industry experts warned such a shift could make discovery harder for emerging creators.

Gahan said he did not expect Facebook’s approach to have the same effect because recommendations would remain part of the experience.

“FYP-style feeds have already shown that algorithms often know what we want better than we do. I don’t expect this to make feeds fully opt-in (its still an algorithm). There will still be plenty of room for discovery.”

He added that discovery also happens outside recommendation feeds, including through content shared between users.

“Regardless, discovery isn’t limited to the feed. For example, how often do you share content with friends? A lot.”

Gahan said creators would still have to adapt to changes in how content is distributed, but did not expect greater user control to slow the wider market.

“Will this force creators to evolve? Absolutely. Will it slow momentum of the creator ecosystem as a whole? I highly doubt it. It's likely the opposite could happen.”