While Kendall Jenner still possesses Instagram’s most-liked photo, the White House might be catching up. A decades-old ban on photography inside the residence was lifted today, and visitors rushed to post photos on Instagram – a sign that the platform has successfully pervaded American culture.

As Instagram has gained in popularity, it has devoted more space to ads, according to L2’s Insight Report Instagram: Advertising. When the platform launched ads in 2013, it promised to “start slow” in order not to interrupt the user experience. Only a select few brands were permitted to advertise on the platform, like Michael Kors, Lexus and Ben & Jerry’s. The ads themselves were costly, requiring companies to pay at least $350,000 and up to $1 million.

Last month, however, Instagram announced that it would open up advertising to all brands. The news followed previous accommodations for advertisers, such as launching autoplay video ads and multi-photo “carousel” ads that can be swiped through in addition to improved targeting capabilities.

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The changes reflect the fact that ads have become an integral source of profit for Instagram, which brought in $700 million in revenue last year and is projected to make $5.8 billion by 2020. Ads on the platform have a demonstrated effectiveness, with a recall rate nearly three times higher than Nielsen’s average for online advertising. Sponsored ads on Instagram are also substantially more effective than organic posts: an organic post by Coca-Cola had about 14,000 likes, while the same post as a sponsored ad had more than 183,000.

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