Instagram on Tuesday confirmed that it's adding an algorithm that will reorder which images and videos users see in their feeds.
Instagram's plans are "based on the likelihood you'll be interested in the content, your relationship with the person posting and the timeliness of the post."
The photo-sharing app didn't say when the new algorithm will kick in, but The New York Times, which broke the story, reported that the changes will gradually roll out with a small set of tests that affect a "single-digit percentage of users."
As Instagram's numbers continue to grow—it's now 400 million monthly users strong—the move mimics similar changes Facebook made in 2009. According to Instagram, users only see 30 percent of posts in their feeds.
For advertisers, the move is a sign the app's advertising gold rush now means brands will have to pay to get their posts seen as they do with Facebook.