Continuing its rapid growth, photo-based microblogging platform Instagram has reached a milestone of 800 million monthly active users. Facebook, Instagram’s owner, may still lead the way with roughly 2 billion, but Instagram is quickly catching up compared to Twitter and Pinterest, growing its latest additional 100 million active users in just five months.

However, this is still a slowdown from is previous 100 million, where it took four months to go from 600 million to 700 million monthly active users. At the same time Snapchat has slowed down considerably with Instagram’s success, only adding 30 million new users between 2016 and 2017, possibly as the latter copied its popular stories feature. As controversial as this approach is, it has definitely worked in favour for Instagram.

Instagram also has seen an increase of time spent watching videos on their platform, a growth of 80% year on year, while the number of videos produced per day quadrupled from last year. Video is clearly the most popular content type with Instagram’s users, and marketers will do well to take this into consideration.

The company has also announced that it has 2 million monthly active advertisers on the platform. This increased competition will force businesses to improve their content and delivery strategies to make they stand out in a more crowded market.

Overall, this news shows that Instagram is well on their way to becoming the next billion user platform. This increases Facebook’s broader dominance in social media too, as soon Facebook will have four separate billion user across its apps, with Messenger and Whatsapp also set to pass the 1 billion user benchmark.