Instagram is making views the primary performance metric across all formats: Reels, Live, photos, carousels, and Stories. As an uber-popular outlet for creativity, Instagram’s content holds weight, so understanding content performance is critical. Instagram’s chief executive, Adam Mosseri, said, “We want to evolve this so it’s easier to understand how your content is doing regardless of the format.” But what does the Instagram views metrics change mean for brands and creators? We’re exploring this Instagram update and its impact on brands and creators.
What is changing?
“Plays” as a term is being phased out. Impressions will no longer appear in the Insights section but will continue to be tracked and available in Meta Ads Manager.
- On Reels, Plays will be relabeled as Views and will still count the number of times a Reel started to play or replay.
- On photo posts, carousels, and Stories, Views will become the primary metric. Repeat views of content will be counted.
- In Insights, creators will see a Views icon rather than Plays. Other metrics, such as Accounts reached, Accounts engaged, Interactions, and Watch time, will shift locations.
What counts as a view:
- Views measures the number of times a Reel started to play or replay and the number of times a non-Reel appeared on a person’s screen.
- For Reels, Views are equal to the number of times a Reel starts to play or replay.
Why this matters
Instagram says it wants to prioritize the actual reach a creator is achieving rather than just the views. This is important because it shifts the focus from mere visibility (views) to actual engagement (reach). Prioritizing reach means Instagram is more interested in how many unique users are interacting with a creator’s content, not just how many times a piece of content has been viewed. This can lead to a more accurate representation of a creator’s influence and the effectiveness of their content. It encourages creators to produce high-quality, engaging content that resonates with their audience, rather than just aiming for high view counts.
For brands, this change alters the way they measure and analyze the performance of their content on these platforms. The shift from “Plays” to “Views” and the relocation of other metrics could require adjustments in their reporting processes and performance benchmarks. This update emphasizes the importance of creating engaging content that not only attracts views but also encourages replays and interactions. It also indicates that marketers need to be adaptable and stay updated with platform changes to accurately measure their social media marketing effectiveness.
Other new features
- Trial Reels feature: This new feature allows creators to select followers to share a version of a Reel with. They then have 24 hours to decide whether to share the Reel publicly.
- Share Reels through DMs before making them public: This allows creators to showcase their content certain people to gain feedback before sharing it widely.
- Reels that are posted as replies are now posted to the Explore page: This new feature can boosting content exposure and the opportunity for discovery.
The features offer creators more control and flexibility over content sharing. The Trial Reels feature allows creators to test their content with a select audience before making it public, providing valuable feedback and insights. Sharing Reels through DMs before making them public offers a similar benefit, enabling creators to refine their content based on initial reactions. The ability for Reels posted as replies to appear on the Explore page opens up a new avenue for content exposure and discovery, potentially increasing a creator’s reach and engagement. These features collectively empower creators to better tailor their content, engage with their audience, and expand their visibility on the platform.
