B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
50%
50% -- share of time spent on reels for Meta Instagram (2026)
Reels make up at least 50% of all time spent in the app for Meta/Instagram.
- stated as 'at least 50%'
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Social Media Today
Primary
Tier C
https://weknowvideo.com.au/2025/12/what-the-2026-video-marketing-predictions-actually-mean-for-brand… ↗
Source Article
What the 2026 Social Video Marketing Predictions Actually Mean for Brands - We Know Video
If 2024 was the year brands dipped their toes into AI, and 2025 was when everyone dove in headfirst, then 2026 is shaping up to be the year video stops being a “nice to have” and becomes the entire conversation.
Quick answer: If 2024 was the year brands dipped their toes into AI, and 2025 was when e…
Original Research
Social Media Today
· Original study ↗
Methodology
Cited from Social Media Today predictions article; platform data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Meta Instagram: 50% share of time spent on reels. Source: Social Media Today (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/reels-share-of-time-spent-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/reels-share-of-time-spent-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- share of time spent on reels for Meta Instagram<br><small>Source: Social Media Today (2026) · <a href="https://lighthousedata.io/data/reels-share-of-time-spent-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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