Instagram has over one billion monthly active users and is an increasingly attractive proposition for brands. It provides a personalised, inspiring and aspirational environment with immense scale. Its popularity is considered symptomatic of the cultural shift towards visual communication, which transcends cultures. Mobile-first young people, in particular, are highly engaged users of the app and are keen to create, share and view compelling visual images and video. 

Instagram enables advertisers to reach audiences based on a variety of targeting options including location, demographics, interests and behaviour. Users can showcase their own content publicly or privately and can follow and engage with different users and brands. Instagram gives brands the opportunity to engage, update and reward people on a medium they are familiar with, through shareable visuals and short messages.