Starting today, you can create photo and video adverts on Instagram in the vertical format. You can now upload photos and videos with an aspect ratio of up to 4:5 in the Instagram feed.

Since the beginning, we've been thoughtful about rolling out adverts on Instagram to give businesses and consumers the best experience possible. And advert formats are no exception. Portrait has long been available on the platform for posts, and is a common format for consuming mobile content. Knowing this, we wanted to give advertisers everywhere greater creative flexibility by bringing the vertical format to Instagram adverts.

Advertisers around the globe such as Mulberry (@mulberryengland), Guaraná Antarctica (@guaranaantarctica) and LG USA (@lgusamobile) are already taking advantage of this new format.

In the US, LG USA Mobile ran a video advert in the vertical format showcasing the new audio features of its LG V20.

While these examples show that Instagrammers respond to vertical adverts, we encourage you to experiment and find out which format – vertical, square or landscape – works best for the story you want to tell.

We're delighted to offer more flexibility for advertisers creating on Instagram, and can't wait to see what you create.