Facebook’s Instagram app announced a major new milestone yesterday: it now has 400 million monthly active users, with more than 75% of them outside the US – with Brazil, Japan and Indonesia the countries adding the most new users. Instagram’s growth is impressive: it took 28 months after its launch in October 2010 to reach 100m active users, then 13 months to reach 200m; nine months to reach 300m; and another nine months to reach 400m.

“When Instagram launched nearly five years ago, 400 million seemed like a distant dream,” explained the company’s blog post announcing the new milestone. So, how much money is Instagram making from advertising to all those people? Research firm eMarketer estimates that Instagram will generate $600m of ad revenues this year, rising to $2.8bn by 2017.

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