Over the last month, we've been busy launching even more advertising products for businesses to use on Instagram. Businesses around the globe can now run adverts more easily than ever with the flexibility to drive more business objectives.

Businesses can now use Instagram adverts to drive a wider range of objectives, from broader brand campaigns optimised for reach and frequency to performance campaigns that drive website conversions.

By optimising for reach and frequency, advertisers can manage the number of people they reach with their Instagram adverts and how frequently the adverts are shown. To make media planning and buying even easier, advertisers can also control the reach and frequency of campaigns across Instagram and Facebook.

In addition, performance advertisers can now optimise the delivery of their adverts to people who are most likely to take an action on their website, driving more efficient performance on Instagram or for campaigns running across Facebook and Instagram. Our goal is to remove friction and give businesses the best value for their advertising spend.

Since launching carousel adverts in June, businesses have found unique and compelling ways to tell their brand story to help increase awareness and drive affinity. On average, Instagram carousel campaigns have performed better for advert recall than single photo campaigns, driving an additional 2.5-point lift in advert recall.¹ Given this strong performance, we're extending the ability to buy Instagram carousel adverts through our self-service interfaces: the adverts API, Power Editor and Adverts Manager. By opening up the ways in which advertisers can buy, businesses of all sizes around the world now have more flexible targeting and call-to-action button options and can customise their offsite links to help drive the best returns.

French retailer L'Occitane partnered with Facebook Marketing Partner Make Me Reach to run a carousel advert campaign that drove a 58% higher lift in conversion rate compared to its Instagram campaigns using single-photo link adverts.

And the Las Vegas Convention and Visitors Authority created its own carousel adverts inspiring people to travel through vivid imagery that resonates with its target audience.

Businesses now have more ways to set up, run and track their adverts. In addition to using the adverts API and Power Editor, businesses of all sizes can run adverts using Facebook's Adverts Manager. Adverts Manager, which will be rolled out over the next few weeks, is the easiest way for small businesses to start running adverts on Instagram.

We look forward to seeing the innovative work that comes from these new updates. We're constantly looking for ways to help our business community drive the objectives that matter most to them.