Instagram is changing the way users feeds are ordered, away from entirely chronological and towards an algorithmic interest-based approach.

This change follows in the footsteps of parent company Facebook, which moved away from chronological ordering all the way back in 2011. Instagram says the decision is informed by the fact that users on average dont see 70 per cent of their feeds.

Going forward, posts will be ordered to show the moments we believe you will care about the most first, though Instagram hasnt specified what it will be basing this decision on.

Its also currently unclear what this means for businesses which use Instagram for marketing purposes, either through sponsored or organic posts. The companys announcement says: “If you post about an upcoming flash sale or a new product, it will be waiting for consumers when they wake up, no matter how many accounts they follow or what time zone they live in. And when you post a video of your barista pouring the perfect latte, customers won’t miss it.” The announcement is careful to clarify that all the posts will still be there, just in a different order, though potentially only as we begin – implying this might change in future.

All these questions will presumably be answered as the change rolls out over the coming months.