4A Advertising Weekly Wu Xun/Wen

Interestingly, Google's earnings report earlier revealed YouTube ad revenue:$15 billion, or about 10 percent of Google's total revenue, makes the sales figure particularly interesting.That means Instagram has more than $5 billion in advertising revenue than YouTube.

Unlike YouTube, however, Instagram doesn't share ad revenue with creators.While Instagram does pay some creators for its IGTV content (IGTV is considered a long video version of tiktok), these fees cost creators equipment and filming, not ad sharing.Instagram says these costs are usually not more than 10,000.On the other hand, YouTube shares advertising revenue with creators, and Alphabet Chief Financial Officer Ruth Porat says creators cost less than YouTube's "content buying" cost, which is about $8.5 billion.

From advertising revenue, Instagram seems to be in a state of indebtedness.But in terms of user size, Instagram seems to be entering its platform.Instagram's U.S. user growth slowed to single digits for the first time in 2019, from 10.1 percent in 2018 to 6.7 percent.In 2020-2023, eMarketer estimates that social media platforms will grow at a slower rate than previously thought.