With brands and advertisers continuing to flock to Instagram, the Facebook-owned company has upped its ads game in a bid to boost click-through rates.
The platform hasn't traditionally allowed external links – and for the most part it still doesn't – but Instagram has adapted to ensure ad spend continues to rise.
The company previously found users were ignoring the small button in the corner of ads, a revelation that led to a full-width button at the bottom of photos.
Ad performance increased almost 50% as a result, and now the full-width call to action has been upgraded with four changes.
If users hang on an ad for four seconds or visit a brand's profile, the button will be highlighted blue to encourage clicks for more information.
A link button will also appear in the comments of an ad, while buttons will show links, app ratings or prices if Instagram recognises the extra data.
Instagram has also baked in an internal browser for video ads – when a user unmutes the video, it pushes to the top and loads the brand's website below the video.
The adjustments are rolling out in the coming weeks, and advertisers can learn more on the Instagram Business Blog.