Instagram has become the latest social network to introduce video ads, with brands including Lancome, Disney and Banana Republic becoming the first to test the new platform.

According to Adweek, Facebook-owned Instagram finally launched video ads this morning, following six months of testing.

Disney has jumped on board to use the platform to promote its Big Hero 6 film, with a video showing animated characters taking selfies, while Lancome is advertising its latest fragrance and mascara.

Brian Chang, assistant VP of media at Lancome USA, told Adweek: “It wasn’t a hard decision for us. We, as a brand, wanted to take advantage of being first to market.”

Instagram is the latest platform to introduce a video ad tool, as social networks look to open up new revenue opportunities.

Yesterday (29 October), Yahoo-owned blogging network Tumblr unveiled a new unit called ‘sponsored video posts’, with brands such as Lexus and JCPenney signed up to test the platform.

Meanwhile, Snapchat launched its first video ad earlier this month, with Universal Pictures using the photo sharing network to push a trailer of its upcoming Ouija movie.