There’s no sitting still at the top in fashion.

The photo- and video-sharing platform Instagram has long been the go-to social media network for the industry, with its visual emphasis speaking to style-driven users.

But other social networks, such as Snapchat, have been working on their bona fides in the area.

Now, Instagram is tweaking its feed so that users see more of what they want, taking a page from Twitter which last year created the “while you were away” function that collects posts users might have missed.

In a blog post, Instagram said: “You may be surprised to learn that people miss on average 70 percent of their feeds. As Instagram has grown, it’s become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most. To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most.”

The company said that the order of photos and videos in one’s feed would be based on the “likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.”

That could be an important change for companies that are increasingly turning to the service to reach out directly to consumers.

Brands are increasingly using proxies on Instagram, enlisting bloggers to feature their products and services.

Victoria’s Secret’s televised runway show, for instance, turns into something of a multimedia spectacular as the top-shelf models post behind the scenes shots on their social media accounts.

But there’s a line to be walked.

Lord & Taylor just reached a settlement with the Federal Trade Commission, which charged that the department store deceived consumers when it failed to disclose paid promotions in a media campaign.

The FTC said Lord & Taylor paid for native advertisements in online publication Nylon and a Nylon Instagram post without disclosing they were paid promotions to consumers.

The retailer also paid 50 online fashion “influencers” to post Instagram photos of themselves wearing the same paisley asymmetric dress, but failed to disclose that the bloggers had received $1,000 to $4,000 each for their efforts.