In 2025, over half of Instagram’s ads ran on Reels, up from 35% in 2024, highlighting the growing importance of this short-form video format for Meta’s engagement and advertising revenue.

According to data from Sensor Tower, more than half of all ads on Meta's Instagram ran in the short-form video Reels product in 2025, up from 35% in 2024. The rise of Reels highlights the growing role of vertical video in driving engagement and advertising revenue for Meta's Instagram and Facebook services. Despite the lower monetization efficiency of Reels compared to the main feed, analysts believe the increasing share of Reels can still translate into higher overall advertising revenue for Meta.