INSTAGRAM is to give up its chronological order for photo and video feeds because too many people miss posts, opting instead for an order based on users' preferences, the company has said.
"People miss on average 70 per cent of their feeds," Instagram said in a blog post on its website late Tuesday.
"As Instagram has grown, it's become harder to keep up with all the photos and videos people and businesses share. This means people often don't see the posts they might care about the most."
In future, the order of photos or videos "will be based on the likelihood people will be interested in the content, their relationship with the person or business posting and the timeliness of the post", it said.
"All the posts will still be there, just in a different order."
The change is to roll out over coming months and will be modified according to user feedback, Instagram added.
A survey by Forrester Research in December showed that young people aged 12 to 17 rate Instagram the third- "coolest" social network after YouTube and Snapchat, and ahead of Facebook, which acquired Instagram in 2012.