Emarketer predicts Instagram will surpass 50% of Meta's US advertising revenue in 2024, driven by the platform's growing video focus and Reels' success.
A man walks past a logo of mobile application Instagram , during a conference in Mumbai, India, September 20, 2023. REUTERS/Francis Mascarenhas/File Photo Instagram is set to account for more than half of Meta Platforms ' advertising revenue in the United States next year, as the social media platform improves monetization of its products, according to research firm Emarketer.
Instagram's Reels competes with ByteDance's TikTok and YouTube Shorts, as users find short-form videos more engaging, driving marketers to adopt the format at a time when Meta is looking to boost revenue from the product by placing more ads.If a TikTok ban takes effect in the U.S., Reels and YouTube Shorts could become attractive alternatives for advertising, potentially boosting Instagram's growth.'Instagram is now a video-first platform, with users spending close to two-thirds of their Instagram time watching videos,' Jasmine Enberg, principal analyst at Emarketer. 'If the TikTok ban is enforced in 2025, Instagram could capture over one-fifth of reallocated TikTok ad dollars in the U.S.,' Enberg added.In 2024, Instagram's ad revenue primarily came from its Feed and Stories features, contributing 53.7 per cent and 24.6 per cent, respectively. However, as Reels' revenue increases, the combined revenue share from Instagram Explore, Reels and potentially Threads is projected to rise to 9.6 per cent in 2025
Instagram Meta Platforms Advertising Revenue Reels Tiktok Ban
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