Facebook-owned Instagram is reordering user picture feeds. It will adopt an algorithm approach, similar to its parent company, which will prioritise important pictures.
Previously, all pictures on Instagram appeared in chronological order. Depending on how many people a user follows and how frequently they post pictures, seeing everything could require a large time investment by the user.
Instagram says the average user misses 70% of their feeds.
To improve the experience, the company will soon order pictures to show the moments it believes users will care about most.
"The order of photos and videos in your feed will be based on the likelihood you'll be interested in the content, your relationship with the person posting, and the timeliness of the post," the social network said in a blog post yesterday.
"As we begin, we're focusing on optimising the order ? all the posts will still be there, just in a different order."
This feature will roll-out to all users over the next few months.
The picture-sharing app was acquired by Facebook in 2012 for $1 billion. Last month, the company announced it had attracted more than 200 000 advertisers, after only opening its platform to anyone wanting to purchase an ad in September.
Instagram has also rapidly grown its user base, surpassing 400 million users last year. By comparison, Twitter, which began selling advertisements more than five years ago, has 130 000 advertisers and 320 million users.
The Instagram platform grew locally from 1.1 million in 2014 to 2.68 million users in 2015, making it one of the fastest growing social networks in the country.
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