Instagram has been looking for new ways to appeal to advertisers using its video features, particularly with a new 60-second format. However, its latest introduction could very well help them find what they’re looking for.

The social sharing platform has introduced a way for videos to be recommended through its Explore section, depending on what the interests of users are. This is the latest evolution of Instagram’s video features, which started slowly with video from high-profile events like the Golden Globes and college football seeping into the news and curated feeds.

“As people share more videos than ever before, we’re making it easier to discover the ones you’ll love,” the company noted to its users in a blog post. “To begin, you’ll find a personalized channel called ‘Videos You Might Like’ that collects videos from across Instagram’s global community into a seamless viewing experience. And as you scroll through the Explore grid, you may also see ‘Featured’ channels filled with videos on specific topics.”

Companies will find a better opportunity to reach out to potential fans and consumers this way, while at the same time, Instagram and its users benefit from a selection of more videos to be offered on the site.

This will also tie in with the company’s forthcoming algorithm, which will allow the reordering of pictures and videos in users feeds, which means marketer-produced videos could be mixed in without going into overload on pushing the brand. These ads could end up being featured among the Instagram’s top clips and find even more exposure as a result.

Instagram is taking a steady approach with this program, having already introduced a Coachella music festival stream, and it will likely use again soon for events in the weeks and months ahead.