Instagram to show posts according to user's interest

Facebook's photo-sharing platform Instagram is testing a new feature for more personalised feed that would show posts according to the user's interest.

The reorganised feed relies on an algorithm to sort images and videos based on what users are likely to be most interested in, resembling the feature of its parent company Facebook, The Verge reported on Tuesday.

The social media platform currently organises feeds from newest to oldest.

According to Instagram co-founder and chief executive Kevin Systrom, people miss an average of 70 percent of the posts in their feeds, adding: "What this is about is making sure that the 30 percent you see is the best 30 percent possible."

The company is using machine-learning technology, as well as other signals of interest, to determine how to sort content. The people you interact with more often appear higher in the feed, the report said.

For now, only an unspecified single-digit percentage of users will test the algorithm. The results of the initial tests will determine whether the changes are made permanently across the platform.

Instagram currently has more than 400 million users and is available for download on Android, iOS and Windows.