Instagram Ads Statistics for 2026: Revenue, CPM, CPC, Reels Performance, Engagement Benchmarks, Shopping, and Audience Data

In 2026, Instagram is the largest social advertising platform in the United States by revenue, generating USD 37.13 billion in U.S. ad revenue in 2025, surpassing Facebook for the first time and accounting for more than 50% of Meta’s total U.S. ad income. A decade ago, Instagram represented just 7.7% of Meta’s U.S. revenue. The transformation is complete.

The scale of that shift is visible in every metric. Instagram’s global advertising audience reached 1.74 billion users as of January 2025, up 90.8 million year over year. The platform’s global ad revenue reached USD 69.7 billion in 2025, with Reels ads alone crossing USD 15.3 billion, nearly double the prior year. Reels now account for 26% of all Instagram ad impressions, up from 19% in Q3 2024, and carry CPMs that are rising at double-digit rates for six consecutive quarters even as their lower cost relative to Feed continues to attract volume. Instagram’s advertiser spend grew 21% year over year in Q3 2025, the fastest acceleration in over a year.

The audience data anchors the opportunity. Over 62% of Instagram’s 2.3 billion monthly active users are aged 18 to 34. India is the largest user market at 362.9 million users. Over 90% of users follow at least one business. Over 1 million businesses currently run Instagram ads. And 70% of shoppers say they turn to Instagram to discover their next purchase. Engagement has declined from its peak, with the platform-wide average dropping to 0.45% in the first half of 2025, but Reels continues to outperform all other formats at 1.23%, and carousel posts lead in saves and longer-form interaction.

This article compiles more than 60 Instagram Ads statistics drawn from primary platform data, eMarketer forecasts, Tinuiti benchmarking reports, SocialInsider studies of 31 million posts, Rival IQ industry benchmarks, Sprout Social surveys, and Meta financial disclosures published within the last two years. Data spans ad revenue and market share, CPM and CPC benchmarks, CTR and conversion rates, format performance across Reels, Stories, Feed, and Explore, shopping and commerce statistics, audience demographics, and regional data.

Scope and Methodology

Includes only publicly available Instagram Ads statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Instagram Ads Statistics for 2026

Instagram generated USD 37.13 billion in U.S. ad revenue in 2025, a 15.9% year-over-year increase, surpassing Facebook to become the largest social advertising platform in the United States for the first time, based on an eMarketer forecast published in December 2024 at eMarketer.
Instagram’s U.S. ad revenue share of Meta’s total U.S. ad revenue reached 50.3% in 2025, surpassing half for the first time after representing just 7.7% in 2015, based on an eMarketer forecast published in December 2024 at eMarketer.
Instagram’s global ad revenue reached USD 69.7 billion in 2025, a 16.3% increase from 2024, based on a 2025 analysis of Meta advertising data by SQ Magazine.
26% of all Instagram ad impressions in Q3 2025 were attributed to Reels ads, up from 19% in Q3 2024, based on first-party advertiser spend and impression data from the Tinuiti Digital Ads Benchmark Report Q3 2025, published at Tinuiti.
Instagram advertiser spend grew 21% year over year in Q3 2025, the strongest acceleration since Q1 2024, based on first-party advertiser data from the Tinuiti Digital Ads Benchmark Report Q3 2025, published at Tinuiti.
Instagram’s advertising audience reached 1.74 billion users as of January 2025, up 90.8 million from January 2024, based on Kepios data analyzed in a 2025 Instagram statistics compilation by Sixth City Marketing.
Instagram generates USD 223 in average revenue per U.S. user, surpassing Facebook at USD 191 and significantly ahead of TikTok at USD 109, based on eMarketer data cited in a December 2024 press release at eMarketer.
Feed ads represent 53.7% of Instagram’s total global ad revenue and Stories represent 24.6% in 2024, while Reels and other formats including Explore account for the remaining share, with combined Feed and Stories revenue share expected to drop to 73.8% in 2025, based on eMarketer data cited in a 2025 Instagram statistics overview by Sprout Social.
The average CPC on Instagram across all industries and placements was USD 1.42 in 2025, up from USD 1.30 in 2024, a 9% year-over-year increase, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
The global average CPM on Instagram rose to USD 9.68 in 2025, an 11% year-over-year increase, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Instagram’s share of total U.S. social network ad spending is projected to grow from 35.5% in 2024 to 37.5% in 2026, and it will represent 11.1% of all U.S. digital ad spending by 2026, based on an eMarketer forecast published in January 2025 at eMarketer.
29% of Instagram users make purchases directly on the platform, making it the third-most-used social platform for in-app purchasing, based on the 2025 Sprout Social Index, published at Sprout Social.

Ad Revenue and Market Share Statistics

Instagram’s global ad revenue grew 24.4% year over year from 2024 to 2025 on a worldwide basis, following 17% growth in 2023 and 0.2% in 2022, based on eMarketer data cited in a 2026 Instagram Ads statistics overview by Electroiq.
Reels ads alone generated USD 15.3 billion in revenue in 2025, nearly double the USD 7.8 billion recorded in 2024, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Instagram’s ecommerce ad revenue reached USD 11.1 billion in 2025, supported by integrations with Instagram Shops and click-to-buy features, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Retail advertisers spent more than USD 9.4 billion on Instagram ads in 2025, making retail the largest spending vertical on the platform, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Automotive brands saw the fastest growth in Instagram ad spend at 22% year over year in 2025, generating more than USD 3.5 billion in ad sales, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
U.S. marketers are projected to spend USD 2.56 billion on Instagram influencer marketing in 2024, more than double the amount allocated to Facebook influencer campaigns, based on eMarketer data cited in an Instagram marketing statistics overview by Amra and Elma.
Instagram influencer marketing spending in the U.S. reached USD 2.2 billion in 2024, an increase from USD 1.9 billion in 2023, based on eMarketer data cited in a 2025 Instagram statistics analysis by Metricool.

CPM, CPC, and Cost Benchmarks

Instagram CPM rose by double digits for the sixth straight quarter in Q3 2025, while impressions grew 9% year over year, based on first-party advertiser data from the Tinuiti Digital Ads Benchmark Report Q3 2025, published at Tinuiti.
Instagram year-over-year CPM growth slowed from 19% in Q3 2024 to 11% in Q3 2025 as rising Reels impression volume continued to exert downward pressure on blended pricing, based on the Tinuiti Digital Ads Benchmark Report Q3 2025, published at Tinuiti.
Feed ads on Instagram carry a CPC of USD 3.35 and Story ads carry a CPC of USD 1.83, reflecting Instagram’s premium audience positioning relative to Facebook, based on WebFX 2025 Meta marketing benchmarks data published at WebFX.
Feed ad CTRs on Instagram range from 0.22% to 0.88%, while Story ad CTRs range from 0.33% to 0.54%, with both formats yielding lower CTRs than Facebook due to Instagram’s visual-first browsing behavior, based on WebFX 2025 Meta marketing benchmarks published at WebFX.
Story ads on Instagram have a 14% lower CPM compared to Feed ads, making them a cost-effective format for short-term awareness campaigns, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Instagram’s CPM in North America leads globally at USD 12.97, followed by Western Europe at USD 11.45, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Retail brands pay the highest average CPC on Instagram at USD 2.12, while B2B advertisers experienced a 7% decline in CPC to USD 1.08 due to improved targeting and creative automation, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
CPM for video ads on Instagram averages USD 10.55, compared to USD 8.91 for static image ads, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Seasonal campaigns including Black Friday and back-to-school periods see Instagram CPM spikes exceeding USD 14.00, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.

Format Performance Statistics

Reels accounted for a record 19% of all Instagram ad impressions in Q3 2024, with CPMs rising for a second consecutive quarter and the gap between Reels and Feed CPMs continuing to narrow, based on first-party Tinuiti data cited in an eMarketer January 2025 analysis at eMarketer.
Reels ads can reach approximately 726.8 million users on Instagram, representing roughly 55% of Instagram’s total advertising audience, based on 2025 Reels reach data published at Teleprompter.com.
Reels receive approximately 200 billion daily views across Instagram and Facebook combined as of 2025, up from 140 billion daily plays observed by Meta in late 2022, based on Meta internal data cited in a 2025 Reels statistics overview at Teleprompter.com.
Reels account for approximately 35% of all time users spend on Instagram and generate nearly 45% of total Instagram engagement, based on 2025 Reels usage data published at Teleprompter.com.
Reels achieve an average engagement rate of 1.23% per post, compared to 0.99% for carousel posts and 0.70% for photo posts, while Reels reach 36% more users than carousels and 125% more than photo posts, based on SocialInsider analysis of 31 million Instagram posts published at Teleprompter.com.
Instagram Reels between 60 and 90 seconds consistently deliver the highest engagement rates, outperforming shorter Reels and reflecting growing audience willingness to watch longer short-form video, based on SocialInsider 2025 video performance statistics published at SocialInsider.
Stories ads account for 37% of all Instagram ad placements in 2025, up from 31% in 2024, with an average completion rate of 79%, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Story ads have a 23% higher view-through rate than Feed ads, particularly among Gen Z audiences, while Feed ads drive 22% more profile visits, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Product-tagged Feed ads have a 38% higher checkout rate than Feed ads without shopping integration, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
Only 20.7% of Instagram creators post Reels regularly on a monthly basis, despite Reels commanding the largest organic reach and highest algorithmic priority of any content format, based on 2025 creator data published at Teleprompter.com.

Engagement Benchmarks Statistics

Instagram’s average engagement rate across all content types was 0.45% in the first half of 2025, down 24.1% year over year compared to an average of approximately 0.50% in the first half of 2024, based on SocialInsider analysis of 31 million Instagram posts from 119,000 pages with active presence between January 2023 and December 2024, published at SocialInsider.
Instagram’s overall engagement rate across all content types declined 28% year over year in 2025, with saturation from more creators entering the platform cited as the primary driver, based on SocialInsider analysis of 70 million social media posts from January 2024 through December 2025, published at SocialInsider.
Carousel posts lead in saves and generate the highest number of saves among all Instagram content types, while Reels drive more comments and more impressions for small to mid-sized accounts under 50,000 followers, based on SocialInsider analysis of 31 million Instagram posts published at SocialInsider.
Collaborative posts on Instagram deliver on average 3.4 times higher engagement than non-collaborative posts in recently published benchmarks, based on data cited in a 2025 Instagram statistics analysis by Cool Nerds Marketing.
Posts with at least one hashtag achieve approximately 12.6% higher reach than posts with no hashtags, based on data cited in a 2025 Instagram statistics analysis by Cool Nerds Marketing.
The average completion rate for Instagram Stories ads is 79% in 2025, helped by improved auto-captioning and design tools, based on a 2025 Instagram Ads statistics analysis by SQ Magazine.
68% of marketers report that Instagram delivers positive ROI, with 30% identifying Instagram as the top-performing platform specifically for influencer marketing ROI, based on survey data compiled in a 2025 Instagram statistics analysis by Only Social.
Carousel ads on Instagram generate 72% higher conversion rates than single-image ads, based on data cited in a 2025 Instagram marketing statistics overview by Zebracat.

Shopping and Commerce Statistics

70% of shoppers report using Instagram to discover their next purchase, making it the leading social platform for purchase inspiration, based on survey data compiled in a 2025 Instagram statistics analysis by Only Social.
30% of Instagram purchases are made through shoppable posts, based on data cited in a 2025 Instagram marketing statistics overview by Cropink.
25% of all Instagram ads are focused on shopping formats, based on Measure Studio data cited in a 2025 Instagram statistics compilation by Sixth City Marketing.
45% of Instagram users make a purchase after seeing a product in their feed, based on data cited in a 2025 Instagram marketing statistics overview by Zebracat.
User-generated content on Instagram generates a 4.5% higher conversion rate compared to branded content produced solely by the brand, based on data cited in a 2025 Instagram statistics compilation by Metricool.
40.1% of Instagram shoppers already spend more than USD 200 per year through the platform, based on data cited in a 2025 Instagram statistics overview by Hootsuite.
Instagram has a conversion rate of 1.6%, compared to Facebook’s 1.1%, making it the higher-converting Meta platform for direct purchase actions, based on data cited in a 2025 Instagram marketing statistics overview by Zebracat.

Audience and Behavioral Statistics

Instagram has 2.3 billion monthly active users globally as of 2025, with daily active users growing 5.1% year over year and India holding the largest user base at 362.9 million, followed by the United States at 169.65 million and Brazil at 134.6 million, based on Statista data cited in a 2025 Instagram statistics overview by Metricool.
62% of Instagram users are aged between 18 and 34, representing the platform’s dominant demographic, based on Statista data cited in a 2025 Instagram statistics compilation by Sprout Social.
91% of Gen Z have a profile on Instagram, making it the go-to social network for that generation, based on data cited in a 2025 Instagram statistics overview by Sprout Social.
Over 90% of Instagram users follow at least one business account, reflecting the platform’s deep integration into brand discovery behaviors, based on data cited in a 2025 Instagram marketing statistics overview by Cropink.
India has the largest Instagram advertising audience in the world at 326.6 million users, while the United States ranks second at 168.6 million, based on DataReportal data cited in a 2025 Instagram Ads statistics analysis by SQ Magazine.
99% of Instagram users access the platform via mobile devices, based on data cited in a 2025 Instagram marketing statistics overview by Cropink.
Only 0.2% of Instagram users access the platform exclusively, with the majority also using Facebook at 80.8%, YouTube at 77.4%, and TikTok at 52.8%, based on Kepios data cited in a 2025 Instagram statistics overview by Only Social.

References

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