The Facebook-owned company is now updating the app so advertisers can pay them to promote their branded content.
This means that if you only follow friends and family, these influencers can clog up your feed.
When the branded ads appear in the Instagram feed or in stories, other users will see a “paid partnership with” tag on the post.
Instagram confirmed this change in a blog post after discussing the update earlier this year.
“One of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies,” the post said.
Currently, posts that show up on your Instagram feed are only people that you follow, as well as some ads, which they began running last year.
But now, celebrities like Kylie Jenner or Kim Kardashian, could be appearing in your feed even if you don’t follow them.
Right now, the ‘explore’ tab is the only way to see recommendations for other posts which suggest content that you might like.
“When these ads appear in feed and stories, people will see ‘Paid partnership with’ along with the brand name on each post.”
Celebrities earn significant amounts of money from posting this branded content to their millions of followers.
For your feed, they’ll start appearing “in the coming weeks”, and for Stories, expect to see them “over the coming months”.
Earlier this year, the government ruled that celebrities and social media users had to clearly state when they have been paid to endorse products or given gifts online.
British stars including Alexa Chung, Rita Ora and Ellie Goulding were among sixteen celebrities that were looked into by authorities because were in breach of guidelines laid out by the Competition and Markets Authority (CMA).
Now, celebrities must clearly show, by law, the hashtag #ad, #sponsored or #freebie on each individual post.