SYDNEY: Seven major technology and marketing companies with Australian operations have been selected to join the Instagram Partner Program in a move that the photo-sharing network says will aid advertisers in Australia and globally.

Included among a total of 40 global partners, the companies with an Australian presence are Adobe, Brand Networks, Kenshoo, Marin, Nanigans, SalesForce and Spredfast.

"These guys know our platforms and how to integrate within the Facebook and Instagram ecosystem and so they can help advertisers do more and create more value," said Antonia Sanda, Facebook and Instagram's head of communications for Australia and New Zealand, in comments to AdNews.

Instagram announced that these companies and their peers were selected because of their expertise in three key areas on the Facebook-owned platform.

These cover ad tech (advertisers can easily manage ads throughout the planning, buying and optimising process); community management (marketers can better interact and understand the Instagram community); and content marketing (businesses can quickly create, curate and source content).

Instagram said that, by drawing on this expertise, advertisers could be helped to overcome a wide variety of business challenges, ranging from driving more installs for a new mobile app to driving in-store traffic during the holiday season.

Sanda explained that Instagram has opened its application program interface (API) as part of the Partner Program and that this would help developers to create value on the platform.

"Any business in Australia can now serve an ad through our self-service platform," she said. "We also added different ad platforms and improved our targeting as well as we've made it easier to buy through our self-service platform."

Instagram has been running ads in Australia for over a year, but deliberately restricted the number of advertisers it worked with in order for them and users to get used to the development.

Ads must be relevant to be successful on Instagram, Sanda said, adding it is also important that they do not stand out for being of poor quality.

"The key thing is that the content in the platform needs to be relevant," she said. "Relevant ads fit within the platform. You stand out more in a platform like Instagram if you don't create good ads."

Data sourced from AdNews, Instagram; additional content by Warc staff