Meta Instagram Reels Ad Share 2025: Short-form Now Powers Over Half of All Ads
In 2025, Meta's Instagram Reels ad share surpassed 50%. Driven by AI recommendations, the short-form format now dominates the platform's ad volume. Read the full analysis.
Every other ad you see on Instagram is now a Reel. According to data from market intelligence firm Sensor Tower, more than 50% of all ads on Meta's Instagram ran within the Reels short-form video product in 2025. That's a massive jump from the 35% share recorded in 2024.
Meta Instagram Reels Ad Share 2025: A Dominant Shift
The numbers don't lie—users are addicted to vertical video. In the U.S., Reels accounted for 46% of time spent on Instagram in 2025, up from 37% the previous year. Even on the Facebook app, Reels usage climbed to 29%. This surge highlights how Reels has evolved from a TikTok clone into Meta's primary engine for engagement.
| Metric | 2024 | 2025 |
|---|---|---|
| Instagram Ad Share | 35% | >50% |
| Time Spent on IG (US) | 37% | 46% |
| IG Monthly Active Users | - | 3 Billion |
The AI Advantage in Vertical Video
Meta's aggressive push into Artificial Intelligence is paying off. By refining its recommendation algorithms, Meta can serve increasingly relevant content, keeping users scrolling longer. Analysts suggest that this AI play is what's allowed Reels to scale its revenue run rate past the $50 billion mark as of late last year.
Eyes on Jan 28 Earnings Report
All eyes are on January 28, when Meta will report its Q4 and full-year results for 2025. Investors want to see if Reels has finally closed the monetization gap with YouTube Shorts and if Mark Zuckerberg's pivot away from direct creator payments has bolstered the bottom line.
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