This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.
Over the next two years, as it cruises past $42 billion in US ad revenues, Instagram鈥檚 US ad revenue growth will outpace social network ad spend growth overall. This growth will boost not only Instagram鈥檚 share of social ad spending (from 35.5% to 37.5% between 2024 and 2026) but also its share of digital ad spending overall. By 2026, Instagram will represent 11.1% of all USdigital ad spending.
The estimate indicates a major shift from advertisers in light of the platform鈥檚 potential US ban. The sharp decline comes despite TikTok usage returning to normal levels following a short blackout and temporary removal from US app stores鈥攁nd despite an outright ban seeming less likely in light of Oracle inching toward a final deal for a TikTok sale.
According to the Interactive Advertising Bureau, 94% of US advertisers are worried about the impact of tariffs, and 45% plan to reduce their budgets. Retail and consumer electronics brands are preparing the largest cuts, followed by media, entertainment, and automotive categories.
The company鈥檚 investments, which include building out its own logistics network to improve delivery times, has helped it deliver strong growth as the US-led trade wars disrupt much of the global economy. Mercado Libre, which doesn鈥檛 export to the US, has largely sidestepped that volatility鈥攑ositioning it to capitalize on regional growth even as rivals face headwinds.