It may not be immediately obvious, but look closely and you'll find that Instagram has a surprise waiting just for you.
The Facebook-owned app is now personalizing the content it showcases in the "Explore" tab of its mobile application, Instagram co-founder Mike Krieger shared in a status update.
Now you should find that the photos and videos included in the section are much better suited to your individual tastes. The area previously served as a much more general-purpose zone for poking around top content posted to the service.
"We're always looking to update the types of photos and videos you see in Explore to better tailor it to you. We'll show you a variety of content that people you follow have liked, as well as content that is trending in the Instagram community," an Instagram spokesperson told CNET.
Launched in October 2010, Instagram now attracts 200 million people each month. The application, which added video in June of last year, is home to more than 20 billion photos, and members collectively continue to share more than 60 million images per day.
Though Instagram doesn't appear to have a growth problem, the Explore enhancement gives each and every person a more compelling reason to check out the tab for interesting images they otherwise would have missed. With ads now running in the Instagram feed, Facebook has a business interest in encouraging Instagram users to follow more accounts so that they hang around longer inside the app.
Facebook will report first-quarter earnings after market close on Wednesday. Analysts don't expect Instagram ads to have a meaningful impact on the social network's business for several quarters to come.