Instagram Rolls out Suggested Posts

Instagram is expanding its feed today with the launch of “suggested posts.” These posts, from accounts you don’t follow, will show up after you’ve reached the end of your feed and give you the option to keep scrolling with Instagram’s suggestions. Up until now, the feed has been entirely determined by users’ preferences and the people they follow.

For the past couple of years, Instagram has shown users a message when they reach the end of their feeds, meaning they’ve seen every post over the past two days from people they follow. With suggested posts, they’ll have the option to keep scrolling past that marker for more content.

The move feels like a major reversal from Instagram’s stance two years ago on screen time. When it launched the end of feed notification, the company’s former CEO and co-founder, Kevin Systrom, positioned it as a decision made with users’ mental health in mind.

The suggested posts also feel like Instagram is taking a cue from TikTok, which throws users into a continuous feed of content that never ends.