Instagram launches ‘Suggested Posts’ to keep users scrolling forever

Instagram is enhancing its content on the home page so that users never get bored while scrolling infinitely.

Facebook owned platform announced the ‘Suggested Posts’ at the bottom of the field after users have viewed all recent posts for the accounts that they follow.

When you see the notification that “you’re all caught up,” you’ll also be presented with additional content to scroll through, which will be personalized to your interests based on the types of feed posts you like, save or comment on.

The extended feed is similar to Instagram’s Explore page, which already surfaces relevant content for users. By placing additional recommended content at the bottom of the primary feed, Instagram may boost the amount of time users spend on the app and also create a new place to serve ads.

In announcing the “Suggested Posts” feature, Instagram said it noticed some users were reaching the end of their feed and then moving to the Explore tab or the search bar to find more things to browse, while others would close out of the app entirely.

“We see people continuing to seek out more posts they’re interested in after catching up with their feeds, so we wanted to learn from that and make it easier to go a little deeper for those who choose to do so,” the company said.

While the feature could be good for Instagram’s business, it arguably stands in contrast to efforts by Facebook ┬áto help users be more mindful of the amount of time they spend online.