The ads appear as sponsored photos or videos in the app's main feed. They are identified with a sponsored label and brand logo or other image, but are otherwise similar to the photos and videos users see in their feed.
Scroll through the gallery above or click on the brand link below to see the enlarged Instagram posts
Channel 4 advertises its new programme Educating the East End.
Rimmel suggests taking a break from homework to paint your nails.
Sony uses Instagram to promote popstar Olly Murs.
Starbucks suggests using its coffee to warm your hands as the cold sets in.
Waitrose shows ingredients for making crunchy maple toffee apples.