While we knew it was only a matter of time before Instagram started making some serious money for itself, the app has announced it will now host sponsored posts in users’ feeds. The latest Instagram feature will see sponsored adverts appearing in timelines much like regular posts. As advised by Instagram, each advert will have a ‘Sponsored’ label which you will be able to tap to hide an advert that doesn’t interest you. The Instagram team will then start using this data of hidden ads to target users with content that might be more suited to their taste… Not just any brand can pay to appear in the users’ Home feeds just yet—only brands with existing successful Instagram followings will be able to avail of advertising on site. Instagram addresses this by explaining: “Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands.” The move is the first signs of Instagram looking to monetize the free picture sharing app. Celebrities have long been using Instagram to promote products, with stars adding #spon or #sponsored to indicate endorsement products.