What’s Changing?
Before you opt out of this new change…it’s not as big of an overhaul as you may think, just some relabeling and emphasis on a specific metric to make it actually easier to measure the success of all content types on Instagram.
In the past, Reels were primarily measured by the number of “Plays,” but Instagram is shifting its focus to “Views” as the primary metric. But what exactly does this mean?
- Reels Plays are Becoming “Views”
The term “Plays” is being phased out in favor of “Views.” This change isn’t just about semantics; it’s about how performance is being measured across the board. “Views” will now serve as the standard metric not just for Reels, but for photos, carousels, and stories as well. - Unified Metric Across Content Types
With this update, “Views” will measure how often a reel starts to play or replay, and for non-Reel content, how often it appears on a person’s screen. This brings a uniform approach to assessing how your content performs, whether it’s a photo post or a carousel. - Changes in Instagram Insights
In your Instagram Insights, you’ll notice that “Plays” and some other familiar metrics will be replaced by “Views.” Additionally, metrics like “Accounts Reached,” “Accounts Engaged,” “Interactions,” and “Watch Time” will no longer be emphasized. This change signals a shift in focus from followers and growth to reach and content exposure.
What Does This Mean for You?
If you’ve already established a solid content strategy with clear goals, this update might not drastically change your day-to-day content calendar. Your focus should continue to be on creating content that aligns with your business objectives. However, it’s important to note that Instagram will now be reporting numbers differently, which could impact how you interpret your content’s performance.
If you haven’t yet defined your SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—now is the perfect time to do so. These goals will help you measure what truly matters for your business, beyond just the numbers Instagram provides.
Setting yourself up for success on social media is about creating this foundation, this baseline to measure your key performance indicators overtime to understand if what you’re putting out there is contributing to your overarching goals not just for your social media platforms but your business as a whole. Without concrete SMART goals your content strategy lacks priortization, intention and any hopes of upleveling your business.
So, please, PLEASE, do you (and your business) a favor and start with those goals before create yet another piece of content. Then measure the performance of your content to the goal.
Not sure where to keep track of it all throughout the year…we got you! We developed a super simple tracker that will help you with this often daunting task. The tracker is the place to collect all your social media, website AND email data month-over-month and helps with step-by-step instructions on how to find specific metrics. And for those of us who are busy running a business, we give you a nudge every month to remind you that it’s time to peek in on your stats to see how you’re doing…accountability at it’s finest, folks!
Key Takeaways
- Focus on Views: With “Views” becoming the primary metric, it’s crucial to understand that Instagram wants you to focus on how often your content is seen, not just how often it’s played or engaged with.
- Uniform Metrics Across Content Types: The shift to a unified “Views” metric allows for a more consistent understanding of how your content is performing across different formats.
- Refocus on Reach: The changes in Insights are encouraging us to shift our focus from followers and growth to the reach and visibility of our content.
Still not sure what all this data is telling you? Book a SnapScan with the Oh Snap! Social Squad today!