Facebook’s New AI Feed Controls: What Small Business Marketers Need to Know

Authored by Uche Ezuma

More than two-thirds of small and medium-sized businesses (SMBs) in the UK rely on Facebook to reach their target customers, according to research published by UK business lender iwoca. That freedom may now face some limits, as the popular social media platform rolls out a new AI-powered feature that will allow users to customise their feed algorithm, giving them more control over the content they see.

The feature, which Meta, Facebook’s parent company, announced on 13 October 2026 will let users influence what appears in their Feed and Reels by describing their preferences in natural language.

While Meta presents the update as a way to give users greater control over their viewing experience, it could have significant implications for small marketing teams that rely on Facebook campaigns, particularly if their content becomes less relevant to users’ stated interests.

What’s New With Facebook’s AI Feed Controls?

Facebook has traditionally relied on users’ activity, including the posts they like, the comments they leave and the videos they watch, to predict what content might interest them. Its latest announcement introduces another layer of personalisation. At the centre of the update is a feature called “Your algorithm”, where users can add and manage topics they want to see more or less of across Feed and Reels.

“LLMs can incorporate the interests, context and intent behind natural language, unlocking an algorithm you can actually talk to,” Meta said in its announcement. Large language models (LLMs) help interpret users’ preferences expressed in everyday language, allowing Facebook to combine those instructions with the signals it already gathers from their activity. Meta says recommendations can then adapt in real time.

The update follows Facebook’s AI Mode for search, announced in June 2026, which uses public content, including posts from Groups and Reels, to help answer users’ questions. However, the two features serve different purposes. AI Mode focuses on finding answers, while Your algorithm is designed to give users more influence over their content recommendations.

Why SMBs Could Be Caught at a Crossroads

The new controls arrive as social media platforms grapple with the volume of repetitive and low-value content competing for users’ attention. Generative AI tools have made it easier for business marketers to produce synthetic videos, images and posts at scale in what some analysts describe as “AI slop”.

While many small business marketers are guilty of this shallow advertising mechanism, the new Facebook update might present them with some roadblocks to continue. If users start to tailor their feeds around specific interests, generic promotional posts may struggle to attract attention when they do not match those preferences. A local clothing retailer, for example, might need to offer useful styling advice or demonstrate how its products meet customers’ needs rather than repeatedly publishing generic sales messages.

This does not necessarily mean that smaller businesses will lose visibility. More personalised recommendations could also help relevant content reach people who are genuinely interested in a product or service. A small business offering specialist products could potentially benefit when its content aligns closely with a user’s interests. At least Meta has not come out open to disclose that the new controls will reduce organic reach or increase advertising costs.

The immediate challenge for small business marketers is to recognise that audience preferences may become an even more important consideration when planning campaigns.

What to Do to Protect Your Facebook Marketing Strategy

Meta has already made clear that originality matters to Facebook’s content recommendations. In March 2026, the company said it was prioritising original content in Feed and Reels while reducing the reach of unoriginal material. Although this policy is separate from the new AI feed controls, it offers a useful starting point for businesses looking to improve their content strategies.

Here are four ways SMBs can adapt:

• Create original content that showcases your business: Rather than repeatedly sharing generic promotional graphics or recycled videos, produce your own product demonstrations, behind-the-scenes footage, customer guides and practical advice. Meta says content that simply reproduces another creator’s work with minor changes may be deprioritised.
• Make content relevant to a clearly defined audience: Small businesses should identify the questions, interests and problems of their target customers before planning posts. Social media management platform Hootsuite recommends using audience research and analytics to create content that speaks directly to potential customers.
• Give people a reason to engage beyond buying something: Use useful demonstrations, answer frequently asked questions and share information that helps customers make decisions. This gives audiences a reason to watch, save or share content instead of scrolling past another advert.
• Track which content reaches potential customers: Review Facebook Insights and other available analytics to monitor reach, interactions, visits to your website and enquiries. Compare different topics and formats to establish what attracts the right audience and contributes to sales.