Something subtle but powerful has happened inside Meta’s ecosystem over the last 18 months. It didn’t arrive with a dramatic press conference or a dramatic algorithm update headline. It happened quietly  in placements, in creative workflows, and in how the system now rewards advertisers who move faster than they used to. Reels is no longer an “emerging format.” It has become the center of gravity. More than half of Instagram ads now run in the Reels format  up from roughly 35% in 2024 to over 50% in 2025. Meanwhile, around 46% of time spent inside the Instagram app in the U.S. is now consumed through Reels, up from 37% the year prior.

Discover how Reels and generative AI are transforming Meta advertising. Learn how AI creatives and short-form video are boosting ROAS and campaign performance.

How Reels and Generative AI Are Becoming the Growth Engine for Meta Advertisers

14th Feb 2026

5 Minutes Read

By Devansh Upadhyay

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