Instagram is rolling out ads to its Explore feed over the coming months.

More than 50% of Instagram accounts use Explore each month, to discover content related to their interests from accounts they don’t follow.

The ads won’t appear in the Explore feed itself, but will be served when users tap a video or photo in Explore. Instagram is billing the introduction as an opportunity to be part of what’s culturally relevant and trending, while reaching new audiences who are looking to discover something new.

Advertisers can also easily extend their campaign using automatic placements with a simple opt-in to reach audiences in Explore.

Today, says an Instagram business blog post, “80% of people follow a business on Instagram and Explore can help them find the next business or product they might love. Brands are an important part of the Instagram experience for people.”

The first ad to appear on Explore content is an ad for Instagram’s IGTV product, which is yet to achieve mainstream success.