Alongside its third-quarter earnings release, the company revealed usage notes and engagement data for Facebook, Instagram and Threads.

As part of its Q3 2026 earnings report, Meta also shared some additional notes on the relative growth of Facebook, Instagram and Threads, including insights into some of the key elements of interest in each app.

These points also underline what Meta wants to emphasize on each platform, which could inform strategic planning for marketers looking to align with the company’s growth focus.

First, on Instagram. Meta reported that global time spent per Instagram user reached an all-time high in Q3, on the back of strong growth across both Reels and Feed.

As per Meta CFO Susan Li: “On Instagram Reels, our relevance launches in Q3 increased Reels time spent by over 4%, driven in part by our upgraded model architecture that ranks sequences of Reels at a time, instead of evaluating each Reel independently, as well as improvements we made to add richer watch time signals.”

Li added that almost 45% of recommended Instagram Reels are now less than one day old, which is an increase of more than 11 percentage points from Q2.

Instagram has made original content a bigger focus this year, with the platform launching a significant update in April that aimed to remove aggregators and copycats from its recommendations.

The fact that more fresh content is being recommended could be another reflection of this focus, ensuring that new content is reaching more people. This has also clearly had an impact on audience interest.

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