Instagram adspend is half the size of Facebook investment

An overview of advertising spend on Facebook-owned platforms (Facebook, Instagram and Audience Network).

Instagram accounts for 30.5% of advertising spend among Facebook-owned platforms, making it about half the size of the Facebook platform, according to data from social media and CX company Emplifi.

The Facebook company reported total advertising revenue of $28.6bn in Q2 2021, meaning Instagram attracted about $8.7bn in adspend that quarter. This is just under half of the Facebook platform's 66.8% share, equal to $19.1bn.

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