Most of Instagram ads now run on Reels – Yahoo Finance

Vlad Schepkov Tue, January 20, 2026 at 7:59 AM EST 1 min read Investing.com — Meta’s Instagram saw more than half of all its advertisements run on its short-form video Reels format in 2025, up from 35% in 2024, according to data from market intelligence firm Sensor Tower. In the U.S., Reels accounted for 46% of time spent on the Instagram app in 2025, an increase from 37% in 2024. On the Facebook app, Reels usage reached 29% in 2025, also showing growth from the previous year. This shift underscores the growing importance of Reels in Meta’s strategy to boost engagement and advertising revenue across both Instagram and Facebook platforms. Vertical video has become a key artificial intelligence component for social media platforms. Companies including Meta, Google’s YouTube, and TikTok use AI-powered recommendation systems to deliver personalized videos that keep users engaged longer. Sensor Tower data indicates that as Reels viewership increases, overall app activity also rises. Instagram’s daily active users grew 2% since last year, primarily driven by increased Reels usage. Instagram launched Reels in August 2020 as a response to TikTok’s growing popularity, later integrating the feature into Facebook. While Meta’s Reels share continues to grow year-over-year, YouTube’s
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