Social media giant Instagram is going to make like Facebook and start testing a personalised feed for its users.
Images and videos will be sorted based on what users will likely be interested in, the company says.
"On average, people miss about 70 percent of the posts in their Instagram feed," Instragram co-founder Kevin Systrom told the New York Times.
"What this is about is making sure that the 30 percent you see is the best 30 percent possible."
MediaWorks head of consumer engagement Cate Owen says the changes will be good for Instagram in the sense it will force advertisers to spend more, but there will be a "teething period" for users.
"People will feel like they're losing the ability to self-curate their social media," she says. "They don't always like change… they like things in a chronological order."
Instagram will roll out the changes over the coming months and get feedback to ensure they're doing it right.