According to Bloomberg, Instagram is estimated to be worth over $100 billion. Facebook was purchased in 2012 and reached 1 billion active users per month.

Bloomberg noted that Instagram is gaining new users faster than the main Facebook site, and is expected to get over two billion users in the next five years. It was also noted that Instagram is still growing in the United States, while Facebook is not. Because of Instagram’s constant growth in the U.S., the social media platform is way more appealing to advertisers.

Another report noted a majority of Instagram’s 2018 growth in revenue would come from its newsfeed ads. This will happen as Facebook’s TV platform continues to grow.