Instagram is set to implement ‘views’ as its primary metric across all media formats, including reels, live broadcasts, photos, carousels, and stories. This update aims to provide a unified measurement of content engagement, enhancing users’ ability to gauge performance across different content types.
According to Instagram, the new ‘views’ metric will track both the number of times a reel starts or replays and how often non-reel content appears on a user’s screen. This change is designed to standardize metrics and simplify performance analysis for users.
Specifically, the ‘plays’ metric for reels will be rebranded as ‘views.’ Over the next month, Instagram will phase out ‘plays’ from its insights and associated tools like Meta Business Suite. For non-reels, ‘views’ will replace impressions as the primary performance metric, although ‘accounts reached’ will remain available in insights. Impressions will still be monitored but will be accessible through Meta Ads Manager instead.
Other metrics, including accounts reached, accounts engaged, interactions, and watch time, will continue to be available in insights, albeit with some adjustments to their locations. The update will also replace the ‘plays’ icon with a ‘views’ icon.
This change follows Instagram’s recent global rollout of ads featuring promotional codes, aimed at offering users the best prices on products they purchase through Instagram and Facebook. Active codes are automatically applied or displayed for manual use during checkout.
The update comes amid a surge in internet and social media usage. According to the latest report by We Are Social and Meltwater, over two-thirds of the global population are now online, with 5.07 billion unique social media identities and 37 million new users in the last quarter. Southeast Asia, in particular, shows high engagement, with 73.7% of the region’s population online and a notable presence on social media platforms. The gender distribution among internet users in the region is fairly balanced, with a slight male majority (52%) compared to females (48%).
You Might Be Interested In
