Instagram has dramatically expanded the availability of its advertising platform, rolling it out to over 30 new countries – including Italy, Spain, Mexico, India and South Korea – with global availability launching at the end of the month.

The platforms video ad format has also extended from 15 seconds to 30 seconds, and Instagram is also expanding to enable both large and small advertisers to run campaigns through its platform, and expanding the capabilities of its format.

The Facebook-owned company has been notoriously careful in rolling out advertising in the past, fearful of alienating its audience with sponsored content, so such a sweeping move is something of a surprise, and a sign that the firm feels it has perfected its platform.

The company recently announced that users and advertisers can make use of landscape photos and videos, rather than the apps distinctive square format,

In addition, a new premium product called Marquee has been made available, which helps drive mass awareness and expanded reach in a short time-frame, making it perfect for campaigns like movie premieres and new product launches.

“Businesses of all sizes have been testing these new capabilities this summer with positive results, and were seeing significant demand, particularly in areas like eCommerce, travel, entertainment and retail,” said an Instagram spokesperson. “Were thrilled to see what brands can achieve in the months ahead using Instagram as their creative canvas.”