Overview
- Instagram’s latest update prioritises “Views” as the main metric over follower counts and likes.
- The update aligns with a shift towards algorithm-driven content discovery.
- Marketers should focus on creating engaging, high-quality content that drives views.
- Success on Instagram now depends on optimising content for the algorithm.
- Influencer marketing strategies should prioritise views and engagement over follower counts.
- House of Marketers Insights about the algorithm update.
Instagram metrics are changing with a new focus on ‘views’ as the primary metric for success, over followers and likes. On August 7, 2024, Instagram made a significant change to its platform, announcing a shift in how it measures content performance. This shift doesn’t come as a surprise given Instagram’s recent updates, including tips for boosting Reels performance and the prioritisation of “Sends” in its algorithm showcasing a shift in the algorithm towards creativity and originality.
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Additionally, Instagram has also been actively sharing insights on maximising live streams and optimising Reels with original content. In line with these efforts, in the recent update, Instagram’s Chief Adam Mosseri urges creators to focus on reach and views over follower counts and likes.
“In the coming weeks, we are introducing Views as the 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.”
Source: Instagram
According to Mosseri, this change is designed to better reflect the way users now engage with content on Instagram. “Views,” he argues, provide a clearer indication of a creator’s reach and the true impact of their content, regardless of the number of followers they have.
What Does This Update Mean?
The update is more than just a relabeling of metrics. It also represents a fundamental shift in how success is measured on Instagram.
Here’s what’s changed:
- Reels Plays are Now “Views”. All plays on Reels are now categorised as “Views,” aligning with the new emphasis on content reach. According to the update, “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.”
- Primary Metric Across Formats. Whether it’s photos, carousels, stories, or live videos, “Views” have become the primary metric, providing a unified measure of content performance.
- Updated Insights. Instagram has replaced “Accounts Reached,” “Accounts Engaged,” “Interactions,” and “Watch Time” with a single “Views” metric, streamlining analytics for creators and businesses.
This change reflects a broader trend in social media where algorithms, rather than follower counts, play a more significant role in content discovery. As users increasingly rely on AI-driven recommendations to find content, Instagram’s shift toward views aims to align with these evolving user habits.
Implications for Marketers and Businesses
For marketers and businesses, Instagram’s shift from traditional metrics like follower counts and likes to views marks a critical change in how success on the platform is defined.
The focus on views means that marketers need to rethink their strategies to prioritise content that not only attracts attention but also encourages repeat views.
Here’s how the content strategy will need to change to stay up to date with the algorithm updates.
- Focus on Engagement. With views becoming the primary metric, content must be more engaging and visually appealing to capture attention and drive repeat views. This might involve experimenting with different content formats, such as videos or carousels, that naturally encourage longer viewing times.
- Quality Over Quantity. Instead of churning out numerous posts to maintain visibility, the emphasis should be on creating high-quality content that resonates with the audience and is likely to be viewed multiple times.
- Understanding the Algorithm: As Instagram’s algorithm plays a more prominent role in content distribution, marketers must ensure their content aligns with what the algorithm favours. This could include focusing on trending topics, optimising post timing, and encouraging interactions that the algorithm values, such as shares and comments.
- Algorithm-Friendly Content: Marketers will need to create content that not only appeals to their audience but also fits within the parameters of what Instagram’s algorithm is likely to promote. This might involve a deeper analysis of past content performance to identify what has historically driven the most views.
- Prioritising Reach Over Follower Count: Brands will need to shift their criteria for selecting influencers, focusing more on those who can generate high views and engagement rather than just those with large follower bases. This could lead to a renewed focus on micro-influencers or niche creators who have a loyal audience that engages deeply with their content.
- New KPIs for Influencer Campaigns: As views become the primary metric, the key performance indicators (KPIs) for influencer marketing campaigns will also need to be adjusted. Marketers should look at metrics like total views, views per post, and engagement rates to measure the success of influencer collaborations.
House of Marketers Insights
At House of Marketers, we recognise that Instagram’s shift to prioritising views over follower counts is not just a superficial change—it’s a reflection of deeper trends in how users engage with content on social media. Here’s what you need to understand about these shifts and how they impact your strategy:
Understanding User Behaviour Shifts
In the early days of social media, platforms like Instagram and Facebook were primarily structured around your following graph—the people and Pages you chose to follow. Today, however, more than 50% of the posts you see in your Instagram feed are curated by Meta’s AI recommendations, not by who you follow. This shift means that the traditional method of growing a large following is less effective, as users now rely more on algorithm-driven content discovery.
Why Views Matter More
Instagram’s new focus on views is a response to the changing way users interact with content. Users are no longer as interested in following specific profiles; instead, they want to see content that resonates with their interests, regardless of its source. This shift has made views a more accurate indicator of content performance than follower counts.
Algorithm Influence
As users increasingly depend on the algorithm to surface content that matches their preferences, it’s crucial for marketers to understand how to optimise their content for these systems. This involves creating engaging, shareable content that the algorithm is likely to promote. While building a dedicated audience is still important, success on Instagram now requires a strategy that balances algorithm optimisation with audience engagement.
The Role of “Sends per Reach”
Alongside views, another critical metric is “Sends per Reach,” which tracks how often your content is shared via direct messages. This has become a primary way users engage with content on Instagram. Marketers should focus on creating content that is not only viewed but also shared, as this indicates a higher level of engagement and can lead to broader reach.
Conclusion
Instagram’s shift in metrics represents a fundamental change in how success is measured on the platform. At House of Marketers, we believe that understanding and adapting to these changes is key to staying competitive in the ever-evolving social media landscape. By focusing on views, optimising for the algorithm, and creating content that resonates with and is shared by your audience, you can ensure your brand’s continued success on Instagram.
Ready to adapt your Instagram strategy? Contact House of Marketers today for expert guidance on how to maximise your reach and engagement!
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