Meta is rolling out Your algorithm on Facebook, a space in the three-dot menu where people add and manage the topics they want to see in Feed and Reels. After tapping 'Interested' or 'Not interested', Facebook may ask follow-up questions so people can explain in their own words what they want more or less of. Meta says large language models now read that text, and recommendations update in real time, within the same session.
Facebook's ranking used to guess what people liked from what they watched and tapped. Now people can simply tell it, in plain words, and it changes their feed on the spot.
For brands, that cuts both ways. If someone types 'more skincare routines', a clear, on-topic Reel from a skincare brand has a better shot. If your post is vague, or someone types 'fewer ads and brands', you drop out fast.
The fix is clarity. Make it obvious in the first second, the caption and the on-screen text what each post is about. Brands with a sharp B.R.A.I.N.™, who know exactly what they stand for and who buys, will find this easier than everyone else.