Like millions of French people, you are undoubtedly a fan of the Instagram network. Founded in 2010, this photo sharing platform quickly caught the eye of Facebook (in 2012), and today boasts more than a billion users around the world. And when the application does not suffer from a huge outage as was the case recently, it should allow Meta to represent more than half of its advertising revenue in 2025 (in the United States).
Instagram could soon represent half of Meta’s advertising revenue in the United States
Indeed, according to the research firm Emarketerthe monetization of the Instagram platform, whose Reels format rivals TikTok and YouTube Shorts, has seen optimization and meteoric progress. And for good reason, Instagram users now spend almost two thirds of their time watching videos, particularly through the Reels section, which encourages you to scroll (almost) indefinitely. The Stories section, also very popular, is not stingy when it comes to advertising either.
Also, if in 2022, Instagram was responsible for almost 30% of Meta’s global activity, in 2025, Instagram could generate no less than $32 billion in advertising revenue, an increase of almost 25%. . This would place Instagram at the top of the most profitable applications of the giant Meta, also in control of Facebook and WhatsApp.
In 2024, Instagram’s advertising revenue primarily came from its Feed and Stories features, which contributed 53.7% and 24.6%, respectively. It remains to be seen to what extent this will evolve in 2025, but with video formats proving ever more addictive, and advertising that is also very (sometimes frankly too) aggressive, there is no doubt that Meta should explode the counters next year.
In addition, if a ban on TikTok were to take effect in the USA, Reels and other YouTube Shorts could become ever more attractive alternatives for advertisers, and Instagram could still see its revenues explode. “If the TikTok ban is enforced in 2025, Instagram could capture more than a fifth of ad dollars reallocated to TikTok in the United States” indicates Jasmine Enberg on behalf ofEmarketer.
Remember that thanks to the use of AI to recommend content, Facebook and Instagram have managed to increase the time that users spend on these platforms. In other words, if you have this feeling of spending more and more time (doing nothing) on Facebook and Instagram, it’s “normal”.
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