My Feed, My Way is part of draft legislation for a Digital Duty of Care, released by Prime Minister Anthony Albanese and Communications Minister Anika Wells for targeted consultation.

• A notification to every user Social media platforms would have to tell new and existing users that they have a choice over their default feed

• Two options Users could opt in to recommendations personalised by an algorithm, or opt out and see only the friends and creators they follow

• Who gets it Wells said Australians over the age of 16 would be able to opt in or out of the algorithm easily

• Penalties Platforms that do not comply could face penalties of up to $109.2 million, with the eSafety Commissioner in charge of enforcement

The government says it will introduce the legislation to Parliament this year. Until then it is a draft, and the detail may change after consultation. Albanese said: "This is not about giving government control, it is about giving people control."

Tubefilter reports that Mosseri said only a "very vocal minority" want a reverse-chronological feed. He argued that users would be swamped by brand content, because brands post more often than friends and creators, and that feeds without recommendations would lead people to use the app less, cutting reach and Instagram's revenue. Tubefilter notes that Mosseri did not say directly that he was responding to the Australian plan.

The idea is not new. Tubefilter points out that the EU's Digital Services Act already requires platforms to let users switch to a feed that is not recommended, and that regulators there complained platforms did not make opting out easy enough.

If people can switch off recommendations, a creator's reach in that feed depends on who already follows them. Discovery through recommended posts would matter less for those users, and a loyal following would matter more.

Nothing changes yet, and many people may never switch. But the sensible response is the same either way: give people reasons to follow you, not only to watch one post. Our guide to growing your Instagram following organically covers the basics, and our creator management team works with talent on building an audience that sticks.

Mosseri's point cuts both ways for brands. A follow-only feed could fill up with brand accounts, but a brand post would only reach people who chose to follow that brand. Creators with engaged followers offer another route into those feeds.

That makes audience quality worth checking before a booking, as the YouTube creator search tool test also showed. For help planning content with creators, see our creator and talent campaigns page or our guide to UGC for brands.