Instagram is set to account for more than half of Meta Platforms' advertising revenue in the United States next year, as the social media platform improves monetization of its products, according to research firm Emarketer.

Meta Platforms Inc.’s Instagram will soon account for half of the company’s advertising revenue in the US, according to estimates from research firm Emarketer, further cementing the photo- and video-sharing app’s role as the key growth driver for the company.

Instagram has had some huge years when it comes to ad revenue generated. But according to a research firm, 2025 could be the app's biggest year yet. Estimates state that revenue could grow to $32 billion,