These adverts blend with the product catalogues with videos. Without leaving Instagram they allow users to buy items from the range.

It was first tested on Facebook, Instagram’s owner and reportedly it has produced promising results.

Earlier this week, Birchbox and Revolve both have launched shoppable “collection” campaigns.

Marking a concerted effort by social media platforms like Instagram and Snapchat to make the most of the million users who follow brands, with an estimated of 200 million followers on Istagram alone who follow fashion brands.

The ability to click through adverts to a brand’s website and make a purchase has already been offered by Instagram. This marks the first time purchasing which is available on its own platform.

Photo and video sharing app not only becoming but also increasingly important source of revenue for Facebook, it saw drop in users in North America for the first time ever last year.

“Instagram is a business’s visual shop on mobile, and we’re seeing more people seek out businesses there,” Facebook’s chief operating office Sheryl Sandberg said.

“About two-thirds of the visits to Instagram business profiles are from people who don’t yet follow them. This is how many businesses are finding new customers.”