On Tuesday we announced that the Instagram community has grown to over 400 million strong — with nearly 75 percent of the community living outside of the US. So what does that mean for businesses?

With the ever-growing community on Instagram, businesses can be discovered by—and interact with — more consumers than ever before. Over the past year, major brands like L’Oréal Paris and Lacoste inspired millions using the new carousel ad format. And smaller businesses like Pura Vida and Birchbox ran campaigns that drove awareness, sentiment and sales with their key audience.

As the Instagram community continues to grow — with more people sharing content and looking for inspiration — businesses will continue to be an integral part of that experience.