Just another affirmation of the genius of Zuckerberg’s Instagram purchase years back. And for us marketers let’s be clear: If you want to target EU consumers, ensure you are advertising on Instagram. In Meta’s newest EU performance updates, the company states that the Insta app is growing at ten times that of Facebook. Wowsers.

As for the hard numbers: Facebook had 263 million monthly active users between January and June 2025, while Instagram reached 281 million active users during the same period. You read that right – Insta is the leader now in terms of overall users in the region.

What’s more, Facebook actually lost users in the Netherlands, Greece, and Germany.

So, dear marketers, if you want to grow your brand’s EU market, consider leaning more into Instagram than Facebook.