2018 experienced some drastic changes in the way people saw and interacted with Instagram posts on their timeline. Today, their algorithm continues to be more engagement driven rather than chronological. But one thing that Instagram has changed for the better, is that everything from ads to posts you see from your friends and family are getting more and more customized. Whether it's a brand that you're loyal to or if it's your best friend, whose photos you like and exchange comments with.
What's important to understand with the most recent algorithm is that Instagram will show you content that interests you, content that matters to you, so, the chances of you engaging with it are higher. Now, this is helpful but also problematic in some cases. When you see content you like you're likely to spend time on the platform and scroll your newsfeed for a hot minute. But this also means in order to show you content from brands that are trying to build your interest, they will most likely have to invest in some form of paid advertising.