In 2023, Instagram was projected to generate an estimated 23 billion U.S. dollars in revenue in the United States. The photo sharing app’s revenue is set increase to 29 billion U.S. dollars in 2025. Instagram as Facebook revenue driver Initially released in 2010 and quickly acquired by Facebook in 2012 for one billion U.S. dollars, Instagram has been in the public eye since its early days. Instagram’s monthly active users grew from a mere 90 million in January 2013 to over two billion MAU in December 2021 and the platform not showing any signs of slowing down. Apart from ongoing user growth, Instagram is also one of the most popular social media platforms used by marketers worldwide, second only to Facebook. Despite the rapid growth of Instagram under Facebook’s ownership and cross-platform promotion, not everything has been smooth sailing under the blue flag. In September 2018, founders Kevin Systrom and Mike Krieger announced their resignation amidst reports of culture and product clashes between Instagram and its parent company. Facebook was quick to appoint a new CEO, and under former Facebook News Feed product manager Adam Mosseri the social network has been trying to make the most of Instagram’s ad potential. In late June 2019, Instagram launched ads in its Explore section. The platform already allowed ads in the regular feed and Stories.

The annual advertising revenue of Instagram is steadily increasing. In 2020, Instagram accumulated **** billion U.S. dollars in ad revenues in the United States. The social media platform, owned by Facebook, is projected to reach roughly ** billion U.S. dollars in annual ad sales in 2023.

According to the forecast, Instagram's advertising revenue would reach around ** billion U.S. dollars by the end of 2024. In 2022, the ad spend of the social media platform stood at **** billion U.S. dollars.

Facebook probably needs no introduction; nonetheless, here is a quick history of the company. The world’s biggest and most-famous social network was launched by Mark Zuckerberg while he was a...

Meta Platforms, formerly known as Facebook Inc., continues to dominate the digital landscape with impressive financial growth. In 2024, the company's annual revenue reached a staggering 164.5 billion U.S. dollars, marking a significant increase from 134.9 billion U.S. dollars in the previous year. This upward trajectory reflects Meta's ability to monetize its vast user base across multiple platforms, solidifying its position as a tech giant. Advertising remains the primary revenue driver The bulk of Meta's revenue stems from its advertising operations, particularly within its Family of Apps segment. In 2024, this segment, which includes Facebook, Instagram, Messenger, and WhatsApp, generated 162 billion U.S. dollars. Despite a slight dip in 2022, Meta's advertising revenue has shown remarkable resilience and growth potential. User engagement and global reach The company's global influence is further illustrated by the fact that every minute, 138.9 million Reels are played on Facebook and Instagram, showcasing the ongoing evolution of user engagement within the Meta ecosystem.

Meta Platforms continues to dominate the digital landscape, with its Family of Apps segment generating a remarkable 162.4 billion U.S. dollars in revenue for 2024. This figure underscores the company's ability to monetize its vast user base across platforms like Facebook, Instagram, Messenger, and WhatsApp, despite facing challenges in recent years. Advertising fuels growth amid market fluctuations Despite experiencing its first-ever year-on-year decline in 2022, Meta rebounded strongly in 2024, with total annual revenue reaching 164.5 billion U.S. dollars. This resilience showcases Meta's adaptability in the face of market changes and its continued appeal to advertisers seeking to reach a global audience. Expanding reach and engagement Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Additionally, 2024 saw an astounding 138.9 million Reels played on Facebook and Instagram every 60 seconds.

In 2023, Meta Platforms had a total annual revenue of over 134 billion U.S. dollars, up from 116 billion in 2022. LinkedIn reported its highest annual revenue to date, generating over 15 billion USD, whilst Snapchat reported an annual revenue of 4.6 billion USD.

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Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

Macau SAR (China) Govt Finance: Revenue: Tax: Income, Profits and Capital Gains (IG) data was reported at 10,374,832.000 MOP th in 2023. This records an increase from the previous number of 9,932,102.000 MOP th for 2022. Macau SAR (China) Govt Finance: Revenue: Tax: Income, Profits and Capital Gains (IG) data is updated yearly, averaging 4,687,547.500 MOP th from Dec 2002 (Median) to 2023, with 22 observations. The data reached an all-time high of 10,374,832.000 MOP th in 2023 and a record low of 780,847.000 MOP th in 2003. Macau SAR (China) Govt Finance: Revenue: Tax: Income, Profits and Capital Gains (IG) data remains active status in CEIC and is reported by Statistics and Census Service. The data is categorized under Global Database’s Macau SAR (China) – Table MO.F002: Government Finance: Revenue and Expenditure (Annual).

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Macau Govt Finance: Revenue: Tax: IG: Payable by Individuals data was reported at 2,365,405.000 MOP th in 2017. This records an increase from the previous number of 2,138,597.000 MOP th for 2016. Macau Govt Finance: Revenue: Tax: IG: Payable by Individuals data is updated yearly, averaging 827,877.000 MOP th from Dec 2002 (Median) to 2017, with 16 observations. The data reached an all-time high of 2,365,405.000 MOP th in 2017 and a record low of 212,431.000 MOP th in 2003. Macau Govt Finance: Revenue: Tax: IG: Payable by Individuals data remains active status in CEIC and is reported by Statistics and Census Service. The data is categorized under Global Database’s Macau – Table MO.F002: Government Finance: Revenue and Expenditure (Annual).

Macau Govt Finance: Revenue: Tax: IG: Payable by Corp & Other Enterprises data was reported at 5,610,489.000 MOP th in 2017. This records an increase from the previous number of 5,571,001.000 MOP th for 2016. Macau Govt Finance: Revenue: Tax: IG: Payable by Corp & Other Enterprises data is updated yearly, averaging 2,415,091.500 MOP th from Dec 2002 (Median) to 2017, with 16 observations. The data reached an all-time high of 5,897,877.000 MOP th in 2015 and a record low of 568,416.000 MOP th in 2003. Macau Govt Finance: Revenue: Tax: IG: Payable by Corp & Other Enterprises data remains active status in CEIC and is reported by Statistics and Census Service. The data is categorized under Global Database’s Macau SAR – Table MO.F002: Government Finance: Revenue and Expenditure (Annual).

In 2024, Facebook was the leading social media platform in most of the Southeast Asian countries in terms of traffic generation to other websites, with the highest share in Timor-Leste at around 97 percent. YouTube, X (Twitter), Instagram, and Pinterest were other platforms that had significant social media traffic shares in Southeast Asian markets that year. Social media advertising and web traffic referrals Traffic referrals from social media are crucial in social media advertising. Links shared on platforms like Facebook, Instagram, and Twitter help direct potential customers to a brand’s website or landing page. This increases exposure, website visits, and conversions, such as sales or leads, which are key benefits of social media marketing according to marketers. Traffic referrals also serve as an important tool for advertisers to measure the effectiveness of their campaigns. Furthermore, by analyzing which platforms and content generate the most traffic, businesses can refine their strategies to focus on the highest-performing channels. Social media advertising – a multibillion-dollar business Revenue from social media advertising has continued to rise rapidly. This growth was driven by the ability to track user behavior, refine ad targeting, and deliver highly personalized content. Social media platforms like Facebook, Instagram, and TikTok generate billions of dollars of ad revenue annually. The owner of Facebook and Instagram, Meta Platforms’s annual advertising revenue exceeded 160 billion U.S. dollars in 2024. Countries such as China, Japan, and Australia are among the largest social media advertising markets in the Asia-Pacific region, with China’s projected social media ad spend reaching nearly 97 billion U.S. dollars in 2025.

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