Over the past few months, we've been working to make adverts on Instagram available to more types of businesses on a self-service basis. We're pleased to announce that starting this month, advertisers both large and small can run campaigns on Instagram. In addition, adverts are now available in more than 30 new countries, including Italy, Spain, Mexico, India and South Korea, and will be launching in markets around the world on 30 September.

With technology that leverages the best of Facebook's adverts infrastructure, it's now easy for advertisers on Instagram to target their message more effectively and reach people based on what they care about, whether it's fashion, sports, cars or food. Advertisers also have access to new advert formats that help them achieve a variety of objectives, allowing people to learn more about something that interests them or even shop for a product directly from Instagram.

Businesses of all sizes have been testing these new capabilities this summer with positive results, and we're seeing significant demand, particularly in areas such as e-commerce, travel, entertainment and retail. We're thrilled to see what brands can achieve in the months ahead using Instagram as their creative canvas.

People come to Instagram for visual inspiration, and advertising on Instagram has the power to touch, inspire and move people. Instagram adverts have proven to drive strong branding results – 97% of measured campaigns on Instagram have generated significant lifts in advert recall.

Now, with the addition of new formats, we're starting to see marketers achieve a range of objectives, from website clicks to mobile app installs. For example, Gilt Groupe turned to Instagram to win new customers, and ran a campaign that drove an 85% lift in app installs. At the same time, designer furniture retailer Made.com's adverts yielded a 10% order value increase compared to its benchmark. Game developer Kabam's campaign helped it effectively acquire new players who stayed in its game longer and purchased more. And The North Face used iconic imagery to heighten awareness of its "believe in the impossible" speaker series, with results showing high engagement to learn more.

Thousands of businesses around the world already use Instagram as their shop window, and we're making it easier for them to do more on the platform, from brand to direct response adverts. Today, we're also announcing additional capabilities:

• Landscape photo and video to unlock new creative opportunities and give adverts a more cinematic feel

• Video adverts of up to 30 seconds in length so that brands can engage in richer storytelling

• Marquee, a new premium product that helps drive mass awareness and expanded reach in a short time frame – perfect for events such as film premieres and new product launches

• Delivery and optimisation tools to manage and drive the best campaign performance across Facebook and Instagram

We're thrilled to make it easier for businesses of all sizes to reach people with more relevant adverts on Instagram. And we will continue to improve the feedback mechanisms within Instagram to give people greater control and improve the relevance of the adverts they see.