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.

Beyond the chart:

• 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.
• 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.

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.

Related reports:

• Social Trends to Watch in 2026 (EMARKETER subscription required)
• US Social Commerce Forecast 2026 (EMARKETER subscription required)