Facebook’s massive reach still attracts ad dollars even as its usage growth stalls. Commerce, video, and automated advertising offer fresh opportunities, but it has weak appeal among creators and younger users.

Audio and video options can extend sessions and ad inventory, but a TikTok-like feel could weaken its appeal.

81% of US Instagram users watched Reels, but only 39% uploaded content to Reels, according to an April report from Morning Consult.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

Disney expands AI into CTV advertising: The move could make TV creative more accessible, but only if brands keep tight oversight and quality assurance.

YouTube Shorts earns MRC stamp: Shorts is the first short-form platform accredited, giving brands third-party backing on safety systems.

Meta turns Reels into series: A new feature tests episodic Reels, aiming to convert scroll-by views into repeat visits and deeper ad value.

Meta builds creator cadence: New planner and bulk Reels tools steer creators toward steady, original output at scale.

Meta tops $240 billion in ad revenues: AI-fueled gains and Reels lift revenues as the company cements its pull with marketers.

Instagram pushes into the living room: Long-form CTV plans could pit it head-on with YouTube’s cross-device dominance.

"Marketing is less about persuasion now, it's more about participation," said Justin Breton, head of partnerships, content and emerging experiences at Walmart, at the IAB Connected Commerce Summit last month. "How do you actually get consumers to participate with your brand?"

Scheduled Trial Reels let creators time experiments globally, improving influencer campaign performance on Instagram.

Meta's new genAI tools speed production and improve performance, but consumer trust still challenges payoff.

Meta is courting TikTok and YouTube stars for Facebook, but weak discovery may limit marketer upside.

AWS' new AI tool reformats live broadcasts for TikTok and Reels in seconds, unlocking scalable ad inventory.

TikTok’s engagement gap with Instagram and Facebook is widening, but volatile reach means brands must turn spikes into lasting customer ties.

Instagram is reportedly expanding Meta's ecosystem with Instants, a Snapchat-style app that would add inventory and reach, reinforcing Meta’s ad dominance.

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.

This FAQ covers how consumers shop on social platforms and what it means for brands.

Reels video views for luxury brands grew 234% in Q2 2025, while TikTok slowed as brands face a shift that necessitates a rebalance in content distribution.