Instagram is rolling out a “Recommended for You”. The feature was first spotted in early December 2017 when the company tested it with a few users.

After allowing users to follow hashtags, the “Recommended for You” feature allows Instagram to insert posts it thinks users may like directly into their feed, made by people they are not following. However, Instagram explained that what appears in this section is based on posts liked by other accounts they have followed.

Previously, users had to be active in finding new contents on Instagram. Either by going to Explore, searching for specific keywords, or by scrolling through the Following tab via the heart icon.

Here, the “Recommended for You” feature is easing that process.

Comprising of three to five posts, the recommended-for-you section shows what Instagram thinks would interest its users.

Recommended posts are clearly labeled, and selected by Instagram’s algorithms.

The company hopes that the feature will make its users to follow more people, and engage to whoever posted the photo.

The section is an evolution of how Instagram wants its feed to look. It previously moved away from a chronological order in favor of an algorithmic feed in 2016

This change to Instagram's feed is meant to deliver fresh content to users. The company hopes that the addition will help to increase engagement with the Instagram app, which will obviously translate to more advertising dollars.

But this frustrates many users because they have no way to reverse the process or permanently remove such posts on their feed. The difference between following a hashtag and the recommended section is choice: users can follow or unfollow a hashtag, but they can't get rid of the recommended posts.

Users do have the ability to hide this feature if they don't want to see it. What they need to do, is tap on the three dots on the post and tap "hide." But it should be noted that hiding is only temporary. It only tidies up the feed by removing the post, and doesn't stop Instagram from showing more recommended contents into users' feed in the future.

The good news is that the section is not meant to displace the content users care about, in favor of Instagram’s own suggestions. Rather, the section will only appear after users have viewed all the posts in their feed, an Instagram spokesperson explained.