Illustration - Instagram like count

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Instagram, one of the most dynamic social media platforms, announced in August 2024 an important update that impacts both content creators and businesses: the replacement of the “ plays ” metric with “ views ” .

With the change, Instagram now ranks views as the primary metric across all content types, including organic and sponsored formats . This applies to both in-feed posts and Reels.

Previously, the most prominent metric in Reels was the number of “ plays ,” that is, how many times the video was played. Now, the term has been standardized to views, bringing more clarity to creators.

This change is important because it simplifies performance analysis , allowing canada whatsapp number database and influencers to see more clearly how audiences are interacting with their content.

Whether you’re a creator looking to increase engagement or a business looking to drive conversions, knowing how many people are watching your content is essential to understanding the impact of your digital strategies.

Reason for change: more accuracy and fairness
One of the reasons behind this shift from plays to views , as current Instagram director Adam Mosseri points out , is to provide more accurate content measurement . Likes, comments, and other interactions are still important, but they may not accurately reflect audience engagement.

Views, on the other hand, provide a more direct indication of people’s interest in the content. If a post receives a lot of views, it’s a sign that it’s attracting attention, even if it doesn’t generate a large volume of likes or comments.

Additionally, this standardization of metrics also helps level the playing field for all types of content. Thus, the update ensures greater equity between image and video posts .

Previously, videos had separate metrics (like watch time and plays ), making direct comparisons to static posts difficult, but now all formats are measured in a more standardized way.

Also visit : Quality health content: learn how to produce and engage to promote your brand

Other important Instagram metrics besides “ views ”
While views are now the central metric, there are other equally valuable metrics that help you get a complete picture of a post’s performance.

Each one offers unique insights into how your audience interacts with your content, allowing you to more accurately adjust your marketing strategies . Let’s explore some of them:

Account Reach : Shows how many unique accounts viewed your content;
Likes : the traditional “likes” metric remains relevant;
Comments : interactions through comments demonstrate deeper audience engagement and the possibility of dialogue;
Engaged accounts : measures how many accounts interacted with your post, whether with likes, comments or saves;
Interactions : the sum of all interactions , including likes, shares, comments and saves;
Watch time : specific to videos, this metric shows how much time users spend watching your content;
Saves : The number of times a piece of content is saved indicates that it was valuable enough for the user to want to revisit later;
Followers acquired from each post : this metric is useful to know how many new followers were acquired directly after the publication of a specific content;
Shares : While views are a relevant metric, this is one of the most powerful ways to increase reach and demonstrates genuine interest from your audience.
Want to know more? Access our content : Social media metrics: what are they and how to analyze them strategically?

Extra updates
The role of AI in content creation
One of Instagram’s 2024 updates is the introduction of Meta Artificial Intelligence (AI) to help with content creation. According to Instagram itself , Meta AI is now available in more countries and languages , and can be accessed directly from within the app.

The idea is to use artificial intelligence to help in moments of creative block, offering suggestions for new formats or adjustments to existing content. This makes the post production process more agile and optimized , enabling customization that can increase the chances of success.

One suggested practical use case is to ask the AI ​​specific questions about your business, for example: “Meta AI, help me create a new content series for my company’s Instagram. Ask me 10 questions that will help me provide you with the best insights.”

Also see : Health ads on social media: what is allowed?

Adapt your strategy to the new Instagram
This change to Instagram’s views metric provides an opportunity for creators and businesses to refine their strategies and focus on what really drives impact : audience attention. Standardizing views makes it easier to analyze results and allows for more targeted planning to optimize post performance.

So, to maximize results and take full advantage of Instagram's new views metric , it is essential to have a well-structured strategy and in-depth analysis .

Our team specializes in digital strategies to ensure you get the best possible return on your campaigns.

Contact us and turn your views into quality engagement!!

Before you go, check out : 8 essential tips to get more followers on Instagram for healthcare companies