Before now users could only access single Instagram photos via desktop rather than being able to view entire profiles as they can on the iPhone and Android app. The update means brands can now include an Instagram URL in their marketing communications to point consumers towards their pages.
The new profiles look similar to Facebook pages, featuring a large header with an animated selection of the most recent images taken by the user, follower information on the right hand side and a profile picture on the left hand side of the page.
Nike is among the first major brands to add a new web profile on the app, which currently features high-resolution images of its trainers, NFL sports gear and Fuelband.
Kevin Systrom, Instagram CEO, told the All Things D blog that the company will continue to build products that suit brands and its other users.
He added: “We believe this is a big step in allowing brands to have an Instagram home on the web where they can share recent shots with just about anyone.”
Facebook completed its $715m (£447m) acquisition of Instagram in September as it looked to bolster its app and images propositions.
Both companies maintain that they will continue to operate separately of each other despite the takeover. Facebook says it will help Instagram grow by offering the services of its engineering team and infrastructure, while it will benefit from Instagram’s expertise to improve its mobile experience.
Separately, Facebook updated its iOS app yesterday (5 November), which now includes Instagram-like photo filters, gifting and faster access to messages.