Instagram Ads Shift to Reels in 2025, Data Shows

In 2025, over half of Instagram's ads ran on Reels, up from 35% in 2024. Reels accounted for 46% of time spent on the app in the US, while Facebook's figure reached 29%. This highlights the growing role of Reels in driving engagement and advertising revenue for Meta. Advertisers have shifted towards short-form video to reach more consumers, but the rise of Reels presents monetization challenges, with lower revenue per video compared to the main feed.