Reels

Meta’s Instagram Reels is capturing a significant ad share, exceeding half of all Instagram ads in 2025. This growth, driven by AI-powered engagement, is crucial for Meta’s revenue strategy, despite short-form video’s lower monetization efficiency. Reels’ increasing user time on both Instagram and Facebook underscores its importance in a competitive landscape dominated by vertical video.

Instagram is launching a dedicated app for smart TVs, initially on Amazon Fire TV, to expand its short-form video presence. The app will primarily feature Reels in their native vertical format, prioritizing user experience over immediate monetization. This move aims to capture more of the video entertainment market and diversify Instagram’s content offerings beyond mobile devices. Future expansions to other platforms and potential longer-form content are planned.