Michael Kors is using Instagram's new ad format to build awareness of its Jet Set 6 Collection.

The retailer is the first to use Instagram's new premium ad format in the UK for its latest campaign which stars Lily Aldridge modelling six pairs of shoes while walking around Paris.

Instagram's Marquee advertising option allows brands to connect with a wider Instagram audience in a shorter time frame.

Instagram ads have been available to select partners in eight markets including the UK since 2014. Instagram announced earlier this week that it is making advertising on Instagram available to businesses of all sizes on a self-serve basis. Advertisers in 30 new countries will be able to advertise with Instagram and will be able to run large and small campaigns, as well as taking advantage of the social platform's video slots which were extended from 15 to 30 seconds this week. Those brands can also chose to deploy Marquee adverts to gain more traction through the social channel. 

Instagram said in a blog post: "With technology that leverages the best of Facebook’s ads infrastructure, it’s now easy for advertisers on Instagram to target their message more effectively and reach people based on what they care about — whether it’s fashion, sports, cars or food. Advertisers also have access to new ad formats that help them achieve a variety of objectives, allowing people to learn more about something that interests them or even shop for a product right from Instagram."

The social media giant used Made.com as an example of a retailer's success using Instagram for advertising — Made.com yielded a 10% order value increase versus its benchmark.

Instagram also announced the ability to upload landscape photo and video advertisements to provide a cinematic feel.