Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
In 2025, advertisers on Instagram shifted most of their spending into Reels — the short, vertical video format you scroll through. New data shows that Reels has become the main place where ads appear on Instagram, overtaking traditional posts in the main feed.
Reels Became the Biggest Spot for Ads
For the first time, more than half of Instagram’s ads ran inside Reels in 2025. That’s a big jump from the previous year. In simple terms, if you saw an ad on Instagram this year, it was more likely to appear between short videos than in your main photo feed.
This shift reflects how people now use the app. Instagram is no longer just about polished photos — it’s increasingly about fast, entertaining video.
Users Are Spending More Time Watching Reels
One of the main reasons for this change is the time spent. People are spending a larger share of their Instagram time watching Reels compared to previous years. When users spend more time in one part of an app, advertisers naturally follow.
It’s similar to moving a billboard to a busier road. Brands want their ads where the most people are looking. Positioning content on reels ensures exposure to ads.
Why Advertisers Are Moving to Reels
Short-form video has become one of the most popular types of content across social media. Reels is Instagram’s answer to this trend, and it’s where attention is strongest.
Advertisers don’t just choose placements randomly — they follow audience behaviour. Since Reels keeps people scrolling for longer, it has become the priority placement for brands.
Overall, this marks a major shift in how Instagram works. The platform is increasingly built around video, and advertising strategies are evolving to match how people actually use the app today.
