MENLO PARK, Calif. — The social photo-sharing app Instagram made its advertising services available to companies both large and small across 30 countries this month, with worldwide availability starting Sept. 30.

“With technology that leverages the best of Facebook’s ads infrastructure, it’s now easy for advertisers on Instagram to target their message more effectively and reach people based on what they care about — whether it’s fashion, sports, cars or food,” the company wrote in a blog post Tuesday.

Instagram also unveiled new capabilities, including landscape photo and video, video ads up to 30 seconds in length, a new product called Marquee that expands an advertiser’s reach in a short time frame, and delivery and optimization tools to manage and drive campaigns across Facebook and Instagram.

Facebook purchased Instagram back in 2012 for $1 billion, but efforts to monetize the app have been relatively miniminal.