Instagram has revealed plans for a huge expansion of its business services to companies of all sizes around the world.

The Facebook-owned image-based social media giant will allow businesses from 38 countries to advertise on the app, up from just eight countries at the moment. Having launched its advertising services in the US in 2013, Instagram has so far only offered those services to a select group of businesses. When it brought the service to the UK last year, the likes of Waitrose and Channel 4 were selected. But from the end of this month (30 September) businesses, no matter what size, will be able to use Instagram's advertising services.

Instagram also unveiled a new TV-style 30-second ad format - the industry standard length of television adverts, compared with Instagram's current 15 seconds. Businesses will also be able to use a landscape format to give a "more cinematic feel".

In a blog post, Instagram said: "Businesses of all sizes have been testing these new capabilities this summer with positive results, and we're seeing significant demand, particularly in areas like e-commerce, travel, entertainment and retail. We're thrilled to see what brands can achieve in the months ahead using Instagram as their creative canvas."

It added: "Thousands of businesses around the world already use Instagram as their shop window, and we’re making it easier for them to do more on the platform, from brand to direct response ads."

According to eMarketer, Instagram will have a bigger mobile display ad revenue than Google and Twitter.