Ammon News - More than half of all ads on Meta’s Instagram ran in the service’s short-form video product Reels 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, up from 37% in 2024, according to the data that Sensor Tower showed CNBC. On the Facebook app, that figure reached 29% in 2025, up from in 2024.

The shift highlights the growing role Reels plays in Meta’s efforts to drive engagement and advertising revenue across its Instagram and Facebook services.

Vertical video continues to be a valuable artificial intelligence play for these social media platforms. Companies such as Meta, Google’s YouTube and TikTok rely on recommendation systems powered by AI that surface personalized videos designed to keep users engaged for longer periods of time.

CNBC