Instagram to Use Views as New Primary Metric
Views will also ensure that users have the same metric across Instagram and help them understand how their content is performing, regardless of its format.
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Instagram will soon be using views as its primary metric across all organic and boosted media formats which includes reels, live, photos, carousels and stories.
Views will measure 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; it said in an update.
Views will also ensure that users have the same metric across Instagram and help them understand how their content is performing, regardless of its format, it said.
Also Read: Storytelling Fundamentally Helps Create a Human Connection
For reels, the plays metric will be relabeled as ‘views.’
“Over the next month, we will phase out ‘plays’ across insights and will do so in other tools such as Meta Business Suite,” it said.
For non-reels, ‘views’ will be the primary metric to measure how a piece of content is performing through the ‘accounts reached’ metric which will still be tracked and available in insights.
Impressions, which used to be used for non-reels, will no longer appear in insights but will continue to be tracked and available in other tools such as Meta Ads Manager, it said.
Other metrics such as accounts reached, accounts engaged, interactions and watch time will continue to be available in ‘insights’, but their locations will shift.
With the replacement of ‘plays’ with ‘views’, users will now see a ‘views’ icon instead of a ‘plays’ one, it said.
This comes shortly after Instagram rolled out ads with promo codes on Instagram globally.
“We’re ensuring that you are getting the best price when you shop through ads on Instagram and Facebook. Active promotional codes are sourced directly from brands you love. Codes that are valid are automatically applied, or displayed so you can copy and paste, at checkout,” it said in March.
