TLDR
- Instagram reaches 3 billion monthly active users, up from 2 billion in 2022
- Growth driven primarily by DMs, Reels, and algorithmic recommendations
- Instagram will test new features letting users control what topics appear in their feeds
- Meta acquired Instagram for $1 billion in 2012, now generates over half of Meta’s US ad revenue
- App navigation will be updated to prioritize direct messaging over content uploading
Instagram has reached 3 billion monthly active users according to Meta CEO Mark Zuckerberg and Instagram Head Adam Mosseri. This marks substantial growth from the 2 billion users reported in 2022.
The platform’s growth has been powered by three key areas over recent years. Direct messages, Reels short-form video content, and algorithmic recommendations have driven user expansion.
“Almost all of our growth has been driven by DMs, Reels, and recommendations,” Mosseri explained in an Instagram video. The company plans to continue focusing on these three products going forward.
New Algorithm Controls Coming
Instagram will soon test features that let users adjust their content recommendations. The new tools will allow people to toggle topics that the algorithm thinks they want to see.
Users might see content about college football, film photography, or chess based on their activity. If someone grows tired of seeing content about their struggling football team, they can remove that topic from their feed.
The feature will initially launch for Reels content. Instagram may later expand these controls to other parts of the app.
App Navigation Changes
Meta plans to redesign Instagram’s bottom navigation bar. The upload button will be replaced with a direct link to messages.
This change reflects the company’s focus on direct messaging as a growth driver. The update should make it easier for users to access their DMs.
Instagram’s success story began when Meta acquired the company for $1 billion in 2012. At the time, Instagram was primarily a photo-sharing app with limited revenue.
Revenue Growth
The acquisition has proven highly profitable for Meta. Some analysts estimate Instagram will generate more than half of Meta’s US advertising revenue this year.
The Reels feature launched in 2020 has been crucial to Instagram’s continued growth. Short-form video content puts Instagram in direct competition with TikTok and YouTube Shorts.
TikTok currently has more than 1 billion monthly users globally. The competition between platforms for short-form video content remains intense.
Meta’s strategy of reorienting Instagram around DMs, Reels, and recommendations will continue over the coming months. These changes aim to maintain user engagement and growth momentum.
The 3 billion user milestone represents Instagram’s continued expansion in the competitive social media landscape.
