Dive Brief: 

• Instagram — which has taken things slowly with its ad program — is expanding internationally into Canada, Australia, and the U.K. 
• Owner Facebook has been cautious in introducing ads to the platform by only allowing certain brands the opportunity and remaining heavily involved in approving the content. 
• If the first countries go well, Instagram plans to expand into other international markets. 

Dive Insight:

The heavy oversight of ads on the platform seems to be working for Instagram. Last month, the social photo sharing app reported that the initial brands advertising on its platform had engagement results above the social media norm. As long as it can uphold those standards, international expansion should go well. Instagram could also serve as a case study for how to carefully roll out an ad program.