The Change Delivers Consistency On-Platform and With Other Platforms
One second is all it takes.
Instagram announced earlier this month that it will sunset its impressions metric in favor of views as the primary metric across boosted and organic media in all formats: carousels, Instagram Live videos, photos, Reels, and Stories.
However, it only takes one second to register a view, which will be tallied as the number of times a Reel begins to play or replay, or the number of times non-Reels content appeared on a user’s screen, so the platform is still basically measuring impressions.
Instagram said in a post detailing the change, “Views will ensure that you have the same metric across Instagram and help you better understand how your content is performing, regardless of its format.”
Creators will see a Views icon on Instagram’s Insights dashboard replacing the Plays icon, and the metrics for Accounts Engaged, Accounts Reached, Interactions, and Watch Time will be relocated within Insights.
Cross-Platform Consistency
The move to one-second views ensures that content on Instagram is measured in the same way as efforts on several other platforms: sister platform Facebook (Reels), Snapchat (all content), TikTok (all videos), and X (all content).
LinkedIn sets video views at two seconds, while that trigger is three seconds for non-Reels videos on Facebook, and 30 seconds for YouTube videos (including YouTube Shorts).
What the Change Means
The switch to a one-second view count helps provide consistency across all content on Instagram, as well as parity with measurement on other platforms used by creators and influencers, particularly TikTok.
This is particularly helpful in partnership campaigns, where influencers post on behalf of brands.
However, while one second of viewing can be a barometer for initial interest in the content, it does not give brands and creators a way to quantify deeper engagement: Did the viewer quickly turn elsewhere, or continue watching?
Third-party influencer marketing platforms will need to adapt to the new Views metric, as well, whether they get their data from the Instagram Insights API (application-programming interface) or via manual reporting from brands and creators.
One pitfall that brands and creators will need to avoid is the temptation to rely on shorter-form content that immediately grabs attention and lends itself to multiple views, at the expense of creating content that lets creators demonstrate their authenticity, as well as their knowledge about and passion for the product or service they are promoting.
How Creators Should Respond
This measurement shift is just the latest step in the transformation of Instagram and social media overall from a social graph, ruled by content from family and friends, to an interest graph, where artificial intelligence-powered algorithms curate content for users based on their interests.
Creators must continue to monitor the content types and subjects that are making those algorithms tick, as well as how their efforts stack up compared with industry benchmarks, enabling them to be flexible and adjust their strategy to reflect real-time developments.
Also, while Reels should remain as a core component of those strategies, influencers would be wise to incorporate carousels and their capacity for up to 20 images and videos, as well as Stories for more immediacy.
More ideas mined from online reactions to Instagram’s measurement change include:
- As always, the most effective content grabs users’ attention immediately, via compelling stories, trending topics, and visuals that pop.
- Keeping in mind that replays qualify as views, encourage people to watch more than once with tactics such as surprising elements or visual loops.
- Sharing is caring: Elements such as memes, relatable quotes, and short but impactful videos can entice viewers to share content with followers and friends, driving up views.
- Boost engagement by augmenting Reels with interactive features (such as polls and quizzes), Instagram Live videos, and Stories.
- Use the capabilities of Instagram’s carousels option by telling stories with behind-the-scenes images and other photos, as well as short, attention-grabbing video clips.
Shares Over Saves
In another change that is not drawing as much attention, despite the platform’s priority on rewarding shares more than saves in its ranking algorithm, the share count is no longer being displayed adjacent to likes and comments.
Head of Instagram Adam Mosseri discussed saves and shares in a post on the platform, saying, “We actually do value both in ranking, but we focus more on sends primarily because our whole hope is to inspire creativity that brings people together. If you save something, that’s great, but that’s usually something that you do on your own. If you see a comedy bit that makes you laugh out loud, and then you send it to a friend who you know is going to laugh just as hard as you did, that’s a different type of connection. That is a social experience, not just a solo experience. We’re very focused on bringing people together. But saves matter, too, so don’t ignore those, either.”
Open Influence Associate Account Director Jen Thorsheim expanded on Mosseri’s post, saying, “This update is one that allows creators and brands to show how adaptable they can be in making the necessary changes and ensuring that future Instagram content has shareworthy elements. Shareworthy content can include one or more of the following factors:
- Emotional impact: Whether it’s laughter, inspiration, empathy, or even shock, people tend to share content that makes them feel something and that they believe will evoke a similar reaction in others
- Relatability and authenticity: It comes as no surprise that content viewers find relatable or that reflects their own experiences or values is often shared. Audiences are also more likely to share content that feels genuine and not overly polished. Creators and brands should be having fun with the trends that cycle through social media platforms—it makes a difference in the eyes of consumers.
- Humor and entertainment: We’ve all shared videos we’ve found funny to our friends who will appreciate it, making this a no-brainer.
- Educational or informative: Content rooted in solutions, tips, or how-tos is often shared because it provides utility. This includes tutorial videos, as well.”
Saves and shares have only recently gained more muscle in the ranking algorithm, and it will be interesting to see if creators begin tweaking their efforts down the line to put more focus on those two metrics and less on generating comments and likes.
“The response to the prioritization of shares over saves is largely negative, with users concerned that their content is no longer being valued on the application amid videos deemed more shareworthy,” Thorsheim said. “This, however, shouldn’t drastically change the strategy development for most creators and brands who have a goal of going viral or reaching as many users as possible. There will always be content verticals deemed more shareworthy than others—comedy/skits, recipes, restaurant or travel recommendations, etc. If creators and brands outside of those categories aren’t already considering how shareworthy their content is, then that could be an issue in itself.”
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