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Instagram Changing to Facebook-Style Personalized Feed
By: The Drum
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Soon, Instagram will no longer show posts in chronological order and instead serve up pictures and videos it thinks users want to see using a similar ‘personalising’ algorithm as parent company Facebook.

Instagram announced the impending changes today (15 March), saying in a blog post that it’s been prompted by the insight that, with an increasingly global user base, people miss on average 70 percent of content in their feeds. 

“As Instagram has grown, it’s become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most,” it said.

“To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the 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. As we begin, we’re focusing on optimising the order — all the posts will still be there, just in a different order.”

The company has stressed this will not impact advertisers on the platform, with a spokesperson telling The Drum that “changes to the feed will not impact ad delivery — frequency and order will stay the same.”

However, it could impact posts from brand accounts appearing in a feed if users are not engaging with the content. “We are doing this to show people more of the content they want to see, including content from businesses,” Instagram said.

Currently, an unspecified single-digit percentage of users will test the algorithm before permanent changes are made to the platform.

Instagram currently has 400 million monthly active users while Facebook - which shifted from its chronological feed in 2009 – has 1.59 billion monthly users. 

It follows Twitter also making changes to its feed algorithm with users now greeted with a block of curated tweets in their timelines to show what they’ve missed since they last logged in. 

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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