Since Instagram launched in 2010, it’s been a place where people come to share photos and inspire each other. In four years our community has grown to over 200 million worldwide.

As Instagram builds its business, we’ve put our community first every step of the way. And since introducing ads last November, we’ve worked with a handful of top brands to draw creative inspiration from the community and create ads that were engaging and felt natural in people’s feeds.

We gave people the ability to provide feedback on ads so we could learn what people liked—and didn’t like—and improve over time. (If you gave feedback on an ad, thank you!)

So far, our community-focused efforts are working. The results for advertisers have been positive—and in some cases, well above the ad industry’s average for performance. We’re excited to build on this momentum, and in the coming months we will extend the same level of care and consideration as we introduce ads on Instagram to our global community.

As with our initial roll-out, we are committed to learning as much as we can while building Instagram as a sustainable business. Later this year, we’ll start by introducing ads on Instagram in three countries—Canada, the United Kingdom, and Australia. In the future we’ll also look to introduce ads on Instagram to additional countries across the world.

With this and future expansions of our advertising platform, we remain dedicated to building Instagram into the best possible experience for our entire global community. Thanks for continuing to inspire us each and every day.