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Instagram makes a play to keep users scrolling with new ‘Recommended For You’ posts

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Instagram is testing a new feature that recommends posts to users based on their follower lists and photos and videos they have liked.

The recommended posts will show up in a section at the end of a user’s Feed under a “Recommended for You” label. (Per the screen shot shared by the company, there is also a “Keep Scrolling for Recommendations” message displayed below the “You’re All Caught Up” notification.)

Instagram has added the blue “Follow” button to recommended posts so that users can easily add accounts to their follower lists.

“Our goal is to make the Feed the best place to share and connect with the people and interests that matter most to you. Now, with recommended posts, you can see even more of what’s being shared by our community,” says Instagram.

In July, Instagram launched a “You’re All Caught Up” feature to help users better manage the amount of time they spend on the app. This latest test feels like a step in the opposite direction from Instagram’s original efforts last month to promote digital-well being. Instead of giving users a reason to close the app, they’re encouraging them to keep scrolling through their Feed even after they’ve caught up with all the content from their followers.

Instagram says the recommended posts test is rolling out over the next few days, and that it will be making product revisions based on user feedback with plans to bring it to more people in the coming weeks.

When asked if ads or posts from brands will be included in the recommended content, an Instagram spokesperson said they had no further details to share since it was a test at this point.

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