By Sarah Vizard

What started five years ago with a photo of founder Kevin Systrom’s pet dog has turned into one of the biggest social media success stories with 400 million users globally and the makings of a multi-billion dollar ad business.

Its success has come down to a focus on community, creativity and mobile consumption. But to ensure its future for another five years, Instagram must continue to evolve its creative formats and allow brands to better understand how consumers are using the platform.

Instagram’s advertising potential

An eMarketer report released earlier this year forecast that Instagram’s mobile ad revenue would more than quadruple over Read full story ›

Source: Marketing Week