Our business community has grown to two million advertisers, up from one million advertisers back in March. People come to Instagram every day to share their passions and connect with what matters, and they are spending more time than ever on the platform producing and exploring content, especially mobile video.

Time spent watching video on Instagram is up more than 80% year over year, while the number of videos produced per day has increased by four times from last year¹. With the emergence of innovative mobile video formats like Instagram Stories and Live², businesses are finding more opportunities to connect with their audiences, whether on the go or in the moment.

In anticipation of the year's biggest film, La La Land, Lionsgate UK (@lionsgatemoviesuk) wanted to jazz up the launch with a series of vibrant, thumb-stopping videos made specifically for Instagram. Adapting the stunning visuals and sound from the box office hit, the film studio created ten customised videos that targeted key areas of interest for people on Instagram.

The dazzling videos used short, compelling versions of the film's trailer to captivate and inspire Instagrammers to experience the film in cinemas by promoting its A-list stars and singalong storyline. As a result, the campaign achieved a 24-point increase in advert recall, an 8-point lift in awareness and a 4-point rise in viewing intent – particularly among its target of younger viewers.

Do-it-yourself projects are an opportunity for creativity to shine, and Lowe's (@loweshomeimprovement) leveraged Instagram Stories to showcase their ability to help consumers think outside the box with even the smallest spaces.

Their recent campaign shows the transformation of a vertical space via a series of 50+ microclips, all less than a second long. Creating a flip book-like experience, Lowe's showed their audience how to transform small, vertical spaces into something beautiful and functional.

Being no stranger to innovation and bold decisions, Italy's premier online retailer YOOX (@yoox) was one of the first brands to create video adverts using Instagram Stories to help position itself as the top-of-mind online lifestyle destination for stylish shoppers.

Embracing current Instagram design trends (such as symmetry and creative layouts), the campaign adapted an existing TV spot into a playful video that showcased the brand's website as an unmissable destination for fashion, art and design lovers – leading to an 11-point increase in advert recall and 6-point increase in brand awareness as a result.

As mobile video continues to evolve the ways advertisers reach and engage customers, Instagram's immersive family of tools is helping define the future of how people connect with the things that matter. To see how your business can use mobile video to stand out and inspire action on Instagram, learn more here.

Video by @amyjpeg