Last year, the word “Instagrammable” was officially added to the Merriam-Webster dictionary and there is little doubt the social media app has the scale and growth plans to underpin its addition to the global lexicon.

Launched in October 2010, Instagram now has more than 1 billion users worldwide. When Facebook bought the photo and video-sharing app in April 2012 for $US1 billion, it wasn’t generating any revenue. It started collecting advertising revenue the following year and it’s now believed to contribute a hefty portion to Facebook’s total. Advertising growth on the newer platform still exceeds that of its parent.