Already bigger than Twitter with 300 million monthly users globally, Instagram is on track to reach 100 million users in the U.S. within three years. According to eMarketer’s latest research, the photo-sharing app’s user base in the U.S. grew 12 percent last year, which amounted to 48 million users. Those numbers are particularly eye-popping given that by next year, Instagram’s U.S. followers will be more than half the size of parent company Facebook, who currently has 208 million U.S. and Canadian users.

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What is it about the app that makes it most appealing? Given the strong growth, how does this impact brands and their marketing plans? #MarsTalk