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State of the Screens

Instagram’s Content Factories Are Huge—And That’s a Problem for Facebook

By October 2, 2019No Comments

Influencer spend on Instagram according to Instascreener (QoQ growth):
1) 2018-1Q – $163M
2) 
2018-2Q – $171M (↑ 5%)
3) 2018-3Q – $174M (↑ 2%)
4) 2018-4Q – $235M (↑ 35%)
5) 2019-1Q – $265M (↑ 13%)

Key details for Instagram:
1) Instagram accounts for $0.54 out of every $1.00 of new advertising revenue for Facebook.

2) Some estimate that Instagram would be worth $200B as a standalone company!

Flashback: With IGTV, Instagram is betting that people want longer vertical videos

Instagram user growth by year:
1) 
2010 – 1M
2) 
2011 – 10M (↑ 900%)
3) 2012 – 50M (↑ 400%)
4) 2013 – 150M (↑ 200%)
5) 2014 – 300M (↑ 100%)
6) 2015 – 400M (↑ 33%)
7) 2016 – 600M (↑ 50%)
8) 2017 – 800M (↑ 33%)
9) 2018 – 1B (↑ 25%)

More #1: ‘It’s found money’: YouTube stars look for ways to expand to Facebook

More #2: The Sky Is Fake on Instagram

More #3: Where Everyone’s an Influence

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.