Instagram is making views the top content metric

Instagram is making “views” the primary metric across all of its formats, meaning creators will be able to track the same metric across Reels, Stories, photos, and more. The change will be implemented in the coming weeks, according to a post on Instagram Creators Account.

“Historically, we’ve shown different metrics for Reels compared to other posts, but we want to evolve this so it’s easier to understand how your content is performing, regardless of format,” head of Instagram, Adam Mosseri write in a post. Viewability is different from reach, Mosseri says in the accompanying video, because the same person can view the same content multiple times.

While views may be the new key metric, Mosseri also recommends that creators keep an eye on uploads by reach. Both are “probably the most important metrics for anyone trying to understand how their content is performing on Instagram,” he says.