Today, we’re excited to launch the new @instagramforbusiness account as a source of inspiration for the business community. Businesses have been an integral part of the platform’s ecosystem since we began, and with the launch of Instagram ads worldwide, more and more businesses will use the platform to tell their business’ story.

Each week, we’ll run exclusive, behind-the-scenes stories that inspire, inform and showcase the work done by three important groups in our business community from all around the world—brands, small businesses and creative agencies.

Ben & Jerry’s is helping us kick off the launch today—representing the brand community on Instagram. The globally loved ice cream company, known for their premium flavors and ethical conscience, has always had a strong organic presence, and was one of the first brands to advertise on our platform.

Since joining in 2011, Ben & Jerry’s has evolved their visual identity by being on the platform.

So what’s their secret to their Instagram success? Hayes attributes it to their community.

Over the next week, we’ll be rolling out our launch with help from Flowers for Dreams in Chicago—representing small business, and BBDO New York representing creative agencies everywhere. Visit @instagramforbusiness to follow along.