Instagram has become the “look book” for the brands that people love – as well as a shop window for small businesses on mobile.

This is the view of James Quarles, the social media giant’s global head of business and brand development, who was speaking after Instagram revealed that it now has 200,000 active advertisers.

Figures also showed that around three-quarters of these are based outside the US and active in more than 200 different countries, following its decision to open up its advertising internationally last year.

Mr Quarles believes this development is a reflection of how Instagram has established itself as an effective tool for “discovering businesses” across the globe.

“We are excited to welcome 200,000 advertisers to the platform because the more diverse our advertiser base, the more relevant we can make the ads that people see,” he commented.

However, Instagram stressed that advertisers will eventually be able to do much more on Instagram, as it is aiming to expand its advertising formats and offerings in the coming months and years.

As a result, it could become an even more popular promotional tool for brands in a wide variety of sectors.

“We’re excited to see how businesses around the world connect with consumers on Instagram to grow their companies,” the company said.

Instagram hits 200,000 advertisers as it claims it’s now the ‘shop window’ for brands Marketing Week