When shown in a feed, these posts are denoted by a label at the top that clearly marks them as recommended, similar to how sponsored posts are handled. With recommended posts, though, Instagram shows several in a row instead of just one.
Recommended posts and videos have previously been displayed in the Explore tab, but are now being featured more prominently. Instagram users now have several feed interruptions, including these new recommended posts, sponsored posts, and stories.
According to an Instagram spokesperson who spoke to TechCrunch, recommended posts are meant to appear "after you've viewed all the posts in your feed." There is no disabling the Recommended for You feature, but recommended posts can be temporarily hidden by tapping the three dots at the top of a recommended post and choosing "Hide."
Instagram has been slowing introducing changes that bring posts from people who aren't actively followed into the Instagram feed. Earlier this month, for example, Instagram added a feature allowing users to follow hashtags rather than individual Instagram accounts.
Recommended for You is still rolling out to all users on iOS and Android devices and may not yet be available for everyone.