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JANUARY 27, 2026 |
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Key stat: Reels ad impressions on Instagram jumped from 13% to 21% of total impressions YoY, the fastest-growing placement on the platform, according to a July 2025 report from Tinuiti. |
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Beyond the chart: |
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The shift is even more pronounced on the supply side. Reels carried
53% of all Instagram ads in Q4 2025, up from 35% a year earlier, and now drives 46% of all time spent on the platform in the US, according to Sensor Tower.
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The reallocation reflects broader industry momentum. Some
88% of US digital media experts rank digital video as a top investment priority for 2026, according to Integral Ad Science and YouGov. |
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Use this chart: Drop this into your next Instagram media planning session to show where ad inventory is shifting. Use it to justify Reels-first creative investments and to benchmark your placement mix against industry norms. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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