You may be surprised to learn that people miss on average 70 percent of their feeds. 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.

To improve the experience, feeds will soon be ordered to show the moments we believe people will care about the most—and that includes content shared from businesses.

The order of photos and videos in feeds 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. As we begin, we’re focusing on optimizing the order—all the posts will still be there, just in a different order.

If you post about an upcoming flash sale or a new product, it will be waiting for consumers when they wake up, no matter how many accounts they follow or what time zone they live in. And when you post a video of your barista pouring the perfect latte, customers won’t miss it.

We’re going to take time to get this right and listen to your feedback along the way. You’ll see this new experience in the coming months, and we’ll let you know when this change is rolled out to our global community.