Instagram has today (11 November) introduced a new partner programme to help advertisers find the best technology partners.

The programme is starting with 40 partners, including Adobe, Hootsuite and SproutSocial, focusing on the areas of ad tech, community management and content marketing.

Facebook-owned Instagram has pointed to early results from a 13-day campaign with partner CitizanNet to promote a new artist’s gig in Charlotte, North Carolina, which showed a 64% higher return on investment than the previous benchmark.

“Advertisers are clamouring to unlock the power of Instagram’s massive and influential platform,” says partner Tongal co-founder, president and chief creative officer James DeJulio.

“Our clients are already seeing outsized returns by combining the work of Tongal’s community of independent filmmakers with Instagram’s ad platform.”

Instagram Partners aims to drive both brand and performance objectives across a wide range of businesses.

“Instagram gives brands a powerful platform to drive consumer awareness and action, and to reach new, qualified audiences,” says partner SocialCode co-founder and chief executive officer Laura O’Shaughnessy.

“Since becoming an Instagram partner, we’ve helped more than 40% of our client advertisers launch Instagram campaigns driving their objectives.”