At Instagram, it’s no longer hip to be square

Until now, if you wanted to advertise on Instagram, you were kind of boxed in.

“You needed to receive prior approval from Instagram and have rather lofty budgets in order to be appearing on their platform,” says Nate Carter, managing director with eEffective, an ad agency trading desk.

This fall, Instagram is planning to open its app to all advertisers. And that’s one reason the company is changing its format beyond the traditional square box. It wants to be more flexible, in part, so advertisers can repurpose the ads they use on TV.