It's Instagram's first step toward making money. While users can already follow brands and businesses, part of the app's appeal has been its simplicity and, for some, a lack of advertisements.
To ease users into seeing ads, the company said in a blog post Thursday that it will focus on showing "a small number" of "high-quality photos and videos" from a handful of brands.
Facebook bought Instagram last fall for $715.3 million, $300 million of it in cash and the rest in stock. The app has more than 150 million users and is especially popular with teenagers and young adults.