Stop the scroll. Earn the save. Sell the product.
Instagram rewards creative that earns attention in tenths of a second. We build the work and the targeting that converts the feed into revenue.
Instagram is where Meta’s growth and its youngest, most engaged audience live. It’s become a video-first discovery platform, and for reaching buyers under 40 with visual, story-driven advertising, it’s essential.
The numbers tell the story: Instagram passed 3 billion users globally, half of US adults are on it, and it now generates more than half of Meta’s US ad revenue, a share that was a fraction of that a decade ago.
Reels and video are driving that growth, which changes how you advertise there. Here’s the data, and how we run Instagram to convert.
Half of US adults, three billion worldwide.
Instagram is no longer the upstart. It reached 3 billion monthly active users globally in late 2025, and 50% of US adults now use it, up from 40% in 2021. That’s mainstream reach with an engaged, visual audience.
For brands that sell on imagery, story, and discovery, that combination of scale and engagement is hard to beat.
Mainstream scale, engaged audience
Where the under-40 audience is.
Instagram’s audience is young and reachable. 80% of US adults aged 18 to 29 use it, versus just 19% of those 65 and older. If your customer is under 40, this is one of the most reliable places to find them.
That demographic skew makes Instagram the natural complement to Facebook’s broader, older reach: between them, Meta covers nearly every age.
A distinctly young audience
Instagram is now most of Meta’s US ad revenue.
Instagram has quietly become Meta’s growth engine. In 2025, it generated more than half of Meta’s US ad revenue (50.3%, about $32 billion) for the first time ever, up from just 7.7% a decade earlier.
That’s where Meta is investing and innovating, which means better ad products and formats for advertisers who are there. We make sure your spend rides that momentum.
From a fraction to the majority
Reels changed how Instagram advertising works.
Instagram is now a video platform. Users spend close to two-thirds of their time watching video, video time grew more than 30% year over year, and Reels alone is on a $50 billion-plus annual ad run rate.
That shift changes the creative playbook: short, native, attention-first video wins where static images used to. We build Instagram creative for how people use it now.
A video-first platform
The place to reach younger buyers, visually.
Instagram is the visual, video-first, younger half of Meta, and Meta’s fastest-growing surface. For brands selling to buyers under 40 on the strength of how things look and feel, it’s essential, and it reaches more US adults than TikTok (50% versus 37%).
We run Instagram with native, video-first creative and Meta’s AI targeting, built to convert discovery into customers, not just collect impressions.
Reels has been a major driver of Instagram’s growth. Instagram is now a video-first platform.
Jasmine Enberg, Principal Analyst, eMarketer
Reels has been a major driver of Instagram’s growth, as social media usage and advertising shift to video.
Jasmine Enberg, Principal Analyst, eMarketer
Instagram hit a major milestone with 3 billion monthly actives, and video time spent keeps growing.
Mark Zuckerberg, CEO, Meta
We turn Instagram discovery into customers.
MoonSauce runs Instagram for how it works now: native, video-first creative built for Reels and the feed, Meta’s AI targeting, and optimization against your cost per result. It’s Meta’s growth engine and the home of the under-40 audience, and we make your spend ride that momentum into conversions.
Frequently asked
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How does MoonSauce run Instagram ads?
Every figure on this page comes from a primary platform, an independent study, or a named industry expert. No competing-agency stats, no made-up numbers.
