MOST OF INSTAGRAM'S ADS RAN ON REELS IN 2025

Summary from the TLDR Marketing newsletter

Over half of Instagram ads ran on Reels last year. Reels accounted for 46% of time spent on Instagram. Advertisers are following users to short-form video, even as monetization lags behind the main feed. Amid competition with TikTok and YouTube Shorts, Reels drives user retention and a $50B annual run rate across Meta's platforms.