Instagram vs Facebook in the EU

Instagram now has more active users in the EU than Facebook: 297 million versus 264 million in the first half of 2026.

That’s from Meta’s latest EU transparency report. Facebook’s EU usage has been largely flat for some time, and has even dipped in some previous reporting periods. Instagram, meanwhile, is growing strongly and is on track to pass 300 million EU users by next year. Threads is growing too, with 41 million EU users.

Meta has to publish these figures twice a year under the EU’s Digital Services Act. They don’t include the UK, but they’re a useful signal of where European audiences are spending their time.

Don’t write Facebook off

We’re often asked which is bigger, and globally, Facebook is still the platform getting the most engagement. That surprises people, especially here in the UK, where Facebook can feel a bit dated. (In the UK, WhatsApp is actually the most popular of the lot.)

Facebook still has huge reach, especially if your audience skews older. UK brands like Center Parcs, Haven and British Red Cross still see massive engagement there. But the momentum is with Instagram.

Our advice: check your own insights and see where your audience is actually engaging.