Monthly active users increased 8% from a year earlier to 2.45 billion, making it many times bigger than any of its competitors. And there are many new advertising opportunities on Facebook's Instagram app. "Facebook is not just Facebook. It is Instagram, WhatsApp and Facebook, which is a very robust ecosystem that spans the entire globe," said Adam Sarhan of investment advisory service 50 Park Investments. "It appeals to just about everyone, and it had several offerings that appeal to different segments of the ever-growing population."