When it comes to social platforms rising in popularity, it’s good advice to “get while the getting’s good.” Instagram would fall into this category. The platform has been delivering brands triple the engagement of both Facebook and Twitter as its user base has grown.

Now, Instagram appears to be close to making a big pivot. Armed with data from parent company Facebook, Instagram is predicted to bring in $2.39 billion in mobile display revenue, more than Twitter and Google. Instagram’s ad offering is going to be available to all advertisers starting September 30, which means more brands will be embracing Instagram as 2015 comes to a close and 2016 begins.

Is that an Algorithm on the Horizon?

Why act now? With more brands joining the platform and more advertising opportunities, we should expect a Facebook-like algorithm to make its way to Instagram eventually. Nothing has been announced, but it almost seems to be inevitable.

Facebook’s algorithm famously cut brand content’s organic reach and engagement rates to .07% or lower. Part of the reason Facebook made the move was to cut down on clutter. Today, 100% of a brand’s Instagram followers could potentially see that brand’s content organically, but as competition for attention heats up in the Instagram feed, Instagram could decide an algorithm is necessary.

Still an Attractive Proposition

Instagram is undergoing an evolution, and whether that evolution includes an algorithm or not, it’s an attractive evolution. Instagram is becoming even friendlier to advertisers, which should have advertisers very excited because Instagram has been built with the mobile user in mind. It gives advertisers that ability to reach consumers with what are essentially full-screen takeovers, and at a time when ad blocking is on the rise, this is a welcome proposition.

All platforms evolve, and Instagram is about to go from being an emergent platform with many content creators to being an (almost) default advertising channel or what Facebook is today. Advertisers have an opportunity to build a presence now and make the most out of the high engagement brands are seeing, so they are ready to go when Instagram enters its next chapter.