Instagram-iconWhile it previously announced plans to bring advertising to its mobile app sometime this year, Instagram officially announced today that it will be rolling out both photo and video ads from select brands in the coming months. The company said that the ads will begin showing up for users in the US initially and feature “a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.”

Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands. After all, our team doesn’t just build Instagram, we use it each and every day. We want these ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine.

Instagram noted in its announcement that it will allow users to hide ads that they don’t like and also provide feedback to help improve the experience over time.

Last month we reported that Facebook was beginning to test silent, auto-playing video ads in the News Feed, and since Instagram already auto-plays videos, it’s likely its ads will be similar to those being tested with a limited number of users on Facebook: