Meta Platforms announced that Instagram has reached 3 billion monthly active users (MAUs), a significant jump from the 2 billion figure disclosed in 2022. CEO Mark Zuckerberg revealed the milestone on Wednesday, underscoring Instagram’s position as one of the world’s most popular and influential social media platforms.
Cristiano Ronaldo leads Instagram with about 650–665 million followers, followed by Lionel Messi with around 500–510 million. Selena Gomez ranks third with roughly 417–425 million followers, while Kylie Jenner and Dwayne “The Rock” Johnson each attract close to 390–400 million. Ariana Grande maintains about 370–380 million, Kim Kardashian about 355–360 million, and Beyonce around 310–320 million. Khloe Kardashian has approximately 300–310 million followers, and Justin Bieber rounds out the top ten with about 290–300 million. These figures highlight the global influence of athletes, musicians, and entertainment personalities on Instagram in mid-2025.
From $1 Billion Bet to a Global Powerhouse
Meta, then known as Facebook, acquired Instagram in 2012 for $1 billion — a move initially met with skepticism because the app was primarily a simple photo-sharing platform with minimal revenue, Reuters news report said. Over the past decade, Instagram has transformed into a multi-faceted social media ecosystem, offering photo and video sharing, e-commerce tools, and advertising solutions that now generate a significant share of Meta’s income. Analysts estimate that Instagram will contribute more than half of Meta’s U.S. ad revenue in 2025, reflecting its pivotal role in the company’s overall growth strategy.
Reels Drives Engagement Amid Rising Competition
A key driver of Instagram’s explosive growth is the Reels feature, introduced in 2020. Reels allows users to create and consume short-form video content, an area where TikTok and YouTube Shorts have gained massive traction. By leveraging Reels, Instagram has successfully captured the attention of younger audiences and increased the time users spend on the platform, boosting both engagement and advertising opportunities.
TikTok, owned by China’s ByteDance, recently reported over 1 billion global monthly users, highlighting the fierce competition in the short-form video market. Despite this, Instagram’s scale now triples TikTok’s user base, demonstrating Meta’s ability to adapt to shifting content trends.
Implications for Advertisers and Brands
Instagram’s user milestone cements it as an essential channel for marketers and brands worldwide. With its diverse audience and advanced ad-targeting capabilities, the platform offers significant opportunities for businesses to reach customers through feed posts, Stories, and Reels ads. The growing emphasis on video and interactive content also means brands can experiment with creative formats to drive higher engagement and conversion rates.
Instagram’s Advertising & Monetization Strategy
Ad Products & Tools
Reels Ads & Short-form Video Focus: One of the biggest growth drivers. Reels lets advertisers place their messages in short video content, catering to users’ growing appetite for engaging, quickly consumed media. This has become central to Meta’s ad revenue strategy.
Meta Verified Subscription Plans: In India, for example, businesses can opt into “Meta Verified” plans (several tiers: Standard, Plus, Premium, Max). These plans offer verified badges, impersonation protection, increased account support, more links in Reels, and enhanced profile features. Pricing starts relatively low but scales up.
Ads in Profiles / Between Content: Instagram had trialed a program that pays creators for ads placed between content on their public profiles (i.e. ads shown directly in a profile feed). However, as of early 2025, Instagram shut down this program. Meta will still place ads in content on non-teen public profiles, but the incentive-payment model for creators in this format has been discontinued.
Outlook
As Instagram continues to innovate with AI-driven content recommendations, e-commerce integrations, and enhanced creator tools, its user growth shows no signs of slowing. The platform’s reach of 3 billion monthly active users not only strengthens Meta’s dominance in the social media market but also signals ongoing opportunities for advertisers, creators, and businesses looking to connect with a global audience.
Baburajan Kizhakedath
