Instagram Blows Past 3B Users as Reels Powers the Platform’s Rise
Instagram just hit a milestone — thanks to all the shrimp-spined, raccoon-eyed Reels addicts out there. Meta’sMETA photo-sharing app just reached 3B monthly active users, joining the exclusive club alongside Facebook and WhatsApp, which crossed the threshold earlier this year. This achievement comes as Instagram transforms its interface, prioritizing short-form videos and private conversations over traditional photo feeds.
- More than 50% of Instagram time is now spent on videos, with most content coming from algorithmic recommendations rather than people users follow.
- Private messaging has overtaken the feed as the primary way people share, followed by Stories, while traditional photo posts keep fading after years of shrinking engagement.
The algorithm evolution: Acquired for $1B in 2012, Instagram has grown into Meta’s core revenue engine and main defense against rivals like TikTok, SnapchatSNAP, and X. Its upcoming “Dear Algorithm” feature will let users directly state interests thanks to AI-powered personalization, marking a shift from relying on likes and follows to explicit customization. With TikTok still banned in India and potential FTC monopoly rulings ahead, Instagram’s new pivot could determine whether it stays relevant or fades into Facebook’s demographic decline.