Instagram has a growing place in marketers’ plans, reports eMarketer, and the number of companies on the social media platform is expected to grow rapidly over the next few years. In 2015, 32.3 percent of U.S. companies with more than 100 employees are on Instagram, by next year that number is forecast to rise to 48.8 percent. eMarketer expects 70.7 percent to by on Instagram by 2017, overtaking Twitter.

“Now that Instagram is opening up advertising to all businesses, it’s not surprising that marketer usage will grow rapidly,” says eMarketer principal analyst Debra Aho Williamson. “Its close ties to Facebook are a key advantage.”

Overall, social media’s growth as a marketing channel has stalled. Already, 88.2 percent of U.S. companies incorporate it into their marketing and in fact, as Instagram’s growth surges Twitter is expected to slow. eMarketer forecasts growth on the platform of just 1.4 percentage points between 2015 and 2017. Similarly, 84.7 percent of companies participate on Facebook, increasing to 85.3 percent in 2016 and 85.8 percent in 2017.