Welcome back! In this week’s roundup, you’ll find a handful of handy articles on the rise of “social shopping” and the future of social ads. Let’s get to it.

1. According to a new study by eMarketer, 32.3% of U.S. companies will use Instagram for marketing activities this year, and this number will jump to 48.8% in 2016. By 2017, it is predicted that 70.7% of U.S. companies will use Instagram for marketing, edging out Twitter for the first time.

2. “Pinterest and a handful of other platforms are starting to push the envelope with a phenomenon quickly becoming known as “social shopping” – a clever blend between typical social media and ecommerce experiences. Should the trend continue increasing, it could mean the beginning of a new era in social marketing and advertising.”

3. According to eMarketer, 60% of U.S. retail and CPG brands had tailored digital advertising and marketing messages to deliver local outcomes, including in-store purchases. Nearly as many also said that driving such in-store sales was a key indicator of their digital marketing success.

4. Fresh off its global ad rollout, Instagram launches @instagramforbusiness to highlight brands, creative agencies and small businesses having success with Instagram marketing. “Businesses have been an integral part of the platform’s ecosystem since we began,” Instagram said in a blog post, “and with the launch of Instagram ads worldwide, more and more businesses will use the platform to tell their business’ story.”

5. What began as a five-week long college graduation trip for San Diego based Pura Vida Bracelets has since turned into an in-demand business that sells to more than 3,500 surf shops, boutiques and chain stores around the world. And by using Promoted Pins, Pura Vida increased orders by 31%.

6. “Ideally, social media provides an avenue for a retailer to have a dialogue with its customers, responding to and asking for feedback and learning about specific preferences. With the use of sophisticated social media analytics, marketers can capture this information and use it to build personalized customer profiles that can offer far more insight than traditional demographics can,” explains TotalRetail.

7. Pay-per-click (PPC) advertising, including text ads, remarketing and mobile ads, have performed better than expected for many marketers this year, leading to 2015 investments that were larger than initially planned. And research by eMarketer suggests those results will lead to even greater spending levels next year.

8. Instagram just launched its Boomerang app on iOS and android. The app enables users to shoot a one-second burst of five photos that are turned into a silent video that plays forwards and then reverses over and over in a loop, generating even more creative content to share on the platform.

9. A new report by AA/Warc found that mobile ad budgets grew by 52.1% year-on-year between January and the end of June to $1.7 billion. However, the industry needs to double down on efforts to make “less intrusive, smarter and more relevant display ads” or turn to more native content.

10. “For Preferred Hotels & Resorts … while the millennial consumer may not have the assets to book at its network of hotels, they are prolific at sharing images of their travels via social media, most notably Instagram. These images in turn serve as inspiration for the travels of other consumers who may be planning a dream vacation in a far flung destination,” explains Luxury Daily.