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Instagram Reaches 3 Billion Monthly Active Users, Zuckerberg Says

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Meta CEO Mark Zuckerberg announced on Wednesday that Instagram has grown to 3 billion monthly active users, cementing its status as one of the world’s most widely used social media platforms.

The last time Meta disclosed Instagram’s user numbers was in 2022, when the app surpassed 2 billion monthly users.

Meta, then known as Facebook, acquired Instagram in 2012 for $1 billion—a deal that was initially met with skepticism since the app was focused mainly on photo sharing and generated little revenue. Since then, Instagram has become a central part of Meta’s business, with analysts estimating it could contribute over half of the company’s U.S. ad revenue this year.

A key driver of Instagram’s rapid growth has been Reels, the short-form video feature launched in 2020, which directly competes with TikTok and YouTube Shorts.

TikTok, owned by China’s ByteDance, reported earlier this month that it has more than 1 billion monthly users worldwide, underscoring the intense competition in the short-video market.

Pinterest Profit Miss Overshadows Strong Gen Z User and AI-Driven Growth

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Pinterest reported second-quarter results that missed profit expectations, causing shares to drop over 11% in after-hours trading despite strong revenue and user growth. The company posted adjusted earnings per share of 33 cents, below analysts’ estimate of 35 cents.

Pinterest’s revenue grew 17% year-over-year to $998.2 million, surpassing expectations of $974.8 million. The platform’s user base has expanded significantly, with Gen Z now making up more than half of its users, fueling growth. Additionally, Pinterest’s AI-powered advertising suite, Performance+, has gained traction among mid-market advertisers, cutting campaign creation times by half.

Looking ahead, Pinterest forecast third-quarter revenue between $1.03 billion and $1.05 billion, roughly in line with analyst expectations but signaling no acceleration from the previous quarter’s growth rate. Analysts noted that high market expectations may have contributed to the selloff following the earnings report.

The company faces competitive pressure from peers like Meta and Reddit, which reported strong quarterly results, while Snap saw its slowest revenue growth in over a year. Changes in U.S. import duty rules also tightened advertising budgets for smaller platforms like Snap, indirectly benefiting larger platforms like Pinterest.

Pinterest’s ad pricing fell 25% year-over-year, impacted by a growing share of international ad impressions where rates are lower. The company’s monthly active users (MAUs) reached 578 million, up 11% year-over-year and beating estimates, though user growth slowed compared to the previous quarter.

Analysts suggest that Pinterest’s user base may be nearing saturation despite ongoing AI enhancements aimed at driving growth.

Meta’s Threads to Test Direct Messaging Feature in Select Markets

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Meta Platforms announced it will begin testing a direct messaging feature on its Threads app in select markets, including Hong Kong and Thailand. This new feature will introduce a dedicated inbox within Threads, removing the need for users to switch to Instagram’s messaging platform, CEO Mark Zuckerberg said on Tuesday.

Currently, messages on Threads will not be encrypted. The addition of direct messaging aims to make Threads more competitive with rivals such as X (formerly Twitter), TikTok, and Reddit, enhancing user engagement by offering a more complete social experience.

Threads, launched in 2023 as a direct competitor to X after Elon Musk’s takeover, has grown rapidly and now has over 350 million monthly active users. In April, Meta expanded advertising on Threads to all eligible advertisers worldwide, although the company does not expect Threads to be a major revenue driver in 2025.

Research firm Emarketer projects that Threads’ monthly active users in the U.S. will rise 17.5% to 60.5 million by next year, surpassing X’s expected decline to 50 million users.

Amid U.S. trade restrictions and the rise of AI-powered ad targeting, social media platforms are enhancing their features and user experience to maintain competitiveness in a crowded market.