Industry Newsrecommendation systemsshort form videometamonetization
Meta Expands Reels Share Driving Ad Shift
9.2
Sensor Tower data shows more than half of Instagram ads ran in Reels in 2025, up from 35% in 2024, and Reels accounted for 46% of U.S. time spent, up from 37% the prior year. Analysts and Meta executives say AI-driven recommendation engines are increasing engagement and ad spending, though Reels monetization remains lower than Feed.
Key Points
- 1Shows more than half of Instagram ads served in Reels in 2025, up from 35% in 2024
- 2Highlights AI-driven recommendation engines boosting vertical video engagement and advertiser attention across platforms
- 3Indicates advertisers reallocate budgets to Reels, affecting monetization mix and campaign strategies
Scoring Rationale
Strong industry relevance and actionable ad-budget signals from reliable Sensor Tower/CNBC reporting, limited novelty beyond metric updates.
Sources
Public references used for this report.
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