Australia Algorithmic Feed Law: What Creators Need to Know

The algorithm isn't your audience. Australia may soon make that painfully obvious.

A proposed law would let people replace personalised recommendations with posts from accounts they deliberately follow. Less mystery content. Less accidental discovery. Potentially, less reach for you.

The feed gets a choice

Australia's government unveiled "My Feed, My Way" on September 8. Platforms including Instagram, Facebook and TikTok would have to ask users over 16 whether they want algorithmic recommendations or a feed built around chosen accounts.

The choice must stick when the app is reopened. That matters because Instagram already offers a chronological Following feed, but quietly resets users to Home. The proposal remains a draft as of September 24, with legislation expected later this year. Companies ignoring the broader digital duty of care could face penalties reaching A$109.2 million, according to the Australian government's announcement¹. (pm.gov.au¹)

Instagram boss Adam Mosseri isn't a fan. He argues chronological feeds reward whoever posts most frequently, allowing brands and publishers to bury smaller creators and ordinary users. He said engagement can fall by as much as 50%, although Instagram didn't publish supporting data.

Mosseri also estimated that only a low-single-digit percentage of Australians currently use Instagram's Following feed. Translation: people say they want control, then tap whatever the app puts in front of them. Defaults are powerful little beasts. His full argument is here². (abc.net.au²)

When a platform warns that users may spend less time inside it, remember who sells that time. Tiny detail.

Your reach isn't gone

Algorithmic feeds are discovery machines. A good Reel can escape your follower count and land in front of thousands of strangers. Switch recommendations off, and that door narrows.

But a following-only feed gives existing relationships more weight. A person who actively chose you may see more of your work, provided you don't vanish for three weeks and return shouting "new drop."

This isn't only an Australian experiment. The EU's Digital Services Act already requires very large platforms to offer a recommendation option that isn't based on profiling. Australia's version could be harder to bury because users would be directly prompted and their preference respected. The EU rules explain the wider direction³. (digital-strategy.ec.europa.eu³)

Build for both feeds

• Earn the follow. Give viewers a concrete reason: a recurring series, useful niche or story they want continued.
• Post consistently, not constantly. Chronological feeds favour timing and frequency. Don't try to out-spam a media company.
• Strengthen direct channels. Email, memberships and communities survive whichever button a government or platform moves next.
• Track follower reach separately. If Australia passes the law, discovery numbers may dip while engagement from regulars improves. Don't confuse smaller with worse.

The smart creator uses algorithms for introductions, then builds a relationship strong enough to survive without them.