Rumor has it that Instagram's new algorithm will be dropping tomorrow, resulting in a big change to the way posts are displayed.
Rather than presenting users with a chronological list of posts, the algorithm will sort posts based on "the likelihood you'll be interested in the content, your relationship with the person posting, and the timeliness of the post". This means that Instagram will choose what to show you and when – essentially mirroring Facebook’s news feed.
Small business users are worried that their posts will be drowned out by bigger brands with more clout on the social network. Now many Instagram users are urging their followers to turn on notifications for their posts - using the hashtag #turnmeon - so followers will receive an alert every time they post an update.
Following the announcement, many took to Twitter and other social networks, using the hashtag #RIPInstagram, #boycottinstagram and #keepinstagramchronological to share their rage.
A petition has even been launched on , asking Instagram to leave its chronological feed alone - or at the very least give users the option to switch the algorithm off if they want to.
However, the Facebook-owned company appears to be going ahead with the change - despite promising to "get this right and listen to your feedback along the way". It said it would be rolling out the algorithm in the "coming months" - but rumours suggest it could arrive as soon as March 29.