Instagram will account for more than half of Meta‘s (META) U.S. advertising revenue in 2025, as the social media platform improves monetization of its products, Reuters reports, citing research from Emarketer. Instagram’s Reels competes with ByteDance’s TikTok and YouTube Shorts (GOOGL), and 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, the report notes. “Instagram is now a video-first platform, with users spending close to two-thirds of their Instagram time watching videos,” says Jasmine Enberg, principal analyst at Emarketer.
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