Since launching in August this year, Instagram Stories has already racked up 100 million users. And despite it seemingly being aimed more at people than brands, it's actually small businesses that are "leading the way" in using Stories innovatively, Jen Ronan, head of small/medium business advertising EMEA at Instagram reports.
"Because businesses play such a rich role within our community, we’ve seen they are the profiles that have led the way and really innovated in [the Stories] space. They’re telling stories of behind the scenes, of the day to day, and really building their brand in that way," she explained.
Instagram also announced last week its new live streaming feature, a trend that has seen huge popularity in 2016. According to Ms Ronan, Instagram has "heard lots of excitement about it".