INSTAGRAM TO MAKE UP MORE THAN HALF OF META'S US AD REVENUE IN 2025, REPORT SHOWS

Summary from the TLDR Marketing newsletter

Instagram will account for over half of Meta's U.S. advertising revenue in 2024 as it improves monetization, particularly through Reels. Users now spend about two-thirds of their time on Instagram watching videos, making Reels a key competitor to TikTok and YouTube Shorts. If a TikTok ban occurs, Instagram could capture over 20% of reallocated U.S. TikTok ad dollars. By 2025, Instagram Explore, Reels, and Threads are projected to contribute 9.6% of its ad revenue, up from their current share.