Instagram vs Facebook: Who Is Growing More in 2025?

In the world of popular social media, the rivalry between Instagram vs Facebook has evolved from competition to a dynamic narrative of shifting focus and growth. While Facebook remains a global giant in scale, Instagram is rapidly asserting itself—not just in user engagement, but in revenue and ad dominance. In 2025, the question isn’t only “Which is bigger?” but “Which is growing faster and more meaningfully?” Let’s dig into the data and trends to find out.

2025 By the Numbers: Users, Usage & Reach

One of the most striking developments: in September 2025, Meta CEO Mark Zuckerberg announced that Instagram has reached 3 billion monthly active users (MAUs). This is a major milestone for a platform once considered a niche imagery app. For context, Facebook has long held the crown for sheer scale, and it continues to command a massive user base.

Though Meta does not always break out Facebook’s most recent MAU publicly in the same way, we know that the Facebook platform (as part of Meta’s “Family of Apps”) remains a core pillar of usage. Across Meta’s suite (Facebook, Instagram, WhatsApp, Messenger), the company continues to maintain multibillion-user reach globally.

When comparing Instagram Growth vs Facebook Growth, it’s not just about user counts. The real changes are visible in how quickly Instagram is grabbing new users, especially in regions where Facebook has matured, and in how those users are being monetized.

Revenue & Monetization: Instagram Gains Ground

Instagram’s contribution to Meta’s revenue has skyrocketed over the years. In 2024, Instagram accounted for about 40.6% of Meta’s total revenue, up consistently from prior years. That share has been rising thanks to deeper ad integration, Reels monetization, shopping features, and algorithmic targeting.

By 2025, forecasts suggest Instagram will claim over half of Meta’s U.S. ad revenue—a pivotal shift in the business model. Emarketer estimates Instagram’s U.S. ad revenue will reach $32.03 billion in 2025, making up around 50.3% of Meta’s U.S. ad revenue.

Meanwhile, Meta’s overall revenue remains strong: in Q1 2025, it reported $42.31 billion, marking 16% year-over-year growth. In Q2 2025, ad revenue was cited at $46.6 billion, with ad impressions up ~11% and average ad price rising ~9%. These numbers show that while Facebook continues to be monetized, Instagram is becoming an increasingly central revenue driver.

Engagement, Format & Behavior: Where Growth Shows Up

What’s fueling Instagram’s rise? A mix of strategic moves:

• Reels and short-form video: Instagram continuously leans into video-first content. Users now spend large portions of their time viewing Reels, which increases time-on-platform and ad opportunities.
• Ad formats beyond Feed: Instagram is diversifying its revenue—Stories, Explore, Reels ads, shopping features—all reducing reliance solely on Feed ads. 
• Demographic tilt: Instagram skews younger, attracting users who prefer visual content, which gives more room for growth relative to Facebook’s more mature user base.
• Algorithm & AI improvements: Meta is applying AI to improve ad targeting, which drives better ROI for marketers—helping Instagram become more premium in ad monetization.

Facebook, on the other hand, retains strong community features: Groups, Marketplace, long-form content, events, and robust ad targeting infrastructure. It still plays a vital role in the ecosystem, especially for audience breadth and legacy users.

Instagram vs Facebook: Which Is Growing More?

So how do we assess growth comparatively?

• In user momentum and headline milestones: Instagram is making waves. Reaching 3 billion MAUs in 2025 is a signal that Instagram is catching up in scale.
• In revenue share: Instagram is advancing faster. With forecasts showing it surpassing Facebook in U.S. ad revenue share, Instagram’s monetization growth is outpacing Facebook’s in key markets.
• In engagement and format innovation: Instagram is pushing into video and interactive formats more aggressively, tapping high-engagement user behavior.
• In maturity: Facebook is more mature and saturated in many markets; its growth is steadier but slower. Instagram still has room to expand in many emerging markets and formats.

Therefore, if the metric is growth rate and direction, Instagram is gaining ground faster. If it’s absolute scale and entrenched infrastructure, Facebook still holds immense strength.

What This Means for Users and Brands

• Platform strategy matters: Depending on your audience’s age and behavior, Instagram may offer higher engagement; Facebook offers broader reach.
• Ad budgets may shift: With Instagram pulling more ad dollars in the U.S., brands could increasingly allocate more to Reels, shopping ads, and visual formats.
• Diversified presence is key: Winning strategies likely involve leveraging both platforms—Instagram for innovation and visual storytelling, Facebook for scale, community, and event-driven reach.

Evolving Social Media Dynamics

In 2025, the Instagram vs Facebook narrative isn’t just about dominance—it’s about transition and balance. Instagram is accelerating, bringing fresh formats and faster adoption curves. Facebook remains foundational, holding a massive user base, deep ad infrastructure, and legacy value.

Ultimately, who is growing more depends on what dimension you measure—users, revenue, engagement, or platform potential. The smarter bet is to understand where each platform excels and use them in tandem.

Instagram may currently be the rising star in speed and monetization, but Facebook remains the bedrock that underpins Meta’s social empire. In this evolving landscape, adaptability, strategic presence, and insights will define the winners.