Making Sense of Instagram's New Focus On 'Views'
? 1-SECOND SUMMARY
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?? ROADMAP
?? Meta Updates
?? What’s Happening: Instagram is making ‘Views’ the primary performance metric across all formats including Reels, Live, photos, Carousels, and Stories.
“We want to evolve this so it’s easier to understand how your content is doing regardless of the format,” said Instagram chief Adam Mosseri.
What Counts As a View:
What are the Biggest Changes:
Is This Good or Bad:
I’m still on the fence about the shift (as if there was a choice). So I decided to poll the ICYMI community to see how you all are explaining this to your teams and orgs. Many pointed out that this standardizes metrics and provides a consistent baseline across multiple formats and platforms for how your content is performing. But it also flattens the value of content to Views (versus deeper engagement for example) and could give an unfair advantage to larger accounts that simply reach more people. ???
“Surely I’m biased since I have not only a big account, but an old account. So I feel like people don’t “like” content as much. I have an unsupported theory that the majority of likes come from either super fans and/or new followers and the majority outside those groups don’t “like” content. The views are there but the likes aren’t. So for me I’m like, ‘Ok, yes, show my view count because I think my views are in general better than likes.’”
- Anonymous Macro Creator
“Creators: this is a really great move to standardize things to views (versus previously having terms like plays or impressions). Don’t be afraid of the change. It’s basically simple relabeling. Seeing a lot of “So, the algorithm is changing again???” on my feed and it’s definitely not that.”
- Lissette Calveiro , Founder Influence With Impact?
“Paid will become even more essential for brands looking to drive more than views. If anyone is hoping to leverage Instagram for engagement or clicks to site, it’s (still) going to require funding. This will make it more difficult for those brands or creators without budget in explaining the value of organic as a brand-builder vs. a direct business builder.”
- Tighe Flatley , Content Marketing Consultant
“Engagement has always been a marker of a Creator’s depth of expertise. Now, if the first metric a brand sees is from a Creator is views, a Creator with 36k Views and 25 Likes will get more interest from sponsors than a Creator with 6k Views and 250 Likes. It’s going to create a bias to only evaluate on that one metric as worthiness for spend — resulting in a reach for ad buy like Google ads. But Creators are not computer algorithms.”
- Cynthia Ruff , Creator Economy Expert
“It unifies Instagram’s content creation analytics. No matter what format, we’ll have a very good idea on performance. This will also give insight into what content format IG’s algorithm is prioritizing.”
- Parker Billings , Social Media, Community and Partnerships Specialist???
“I think it’s good to standardize language across the platform by changing plays etc. to views. Since Views are how YT and TT track general success, and IG is just slowly becoming TT, it makes sense.”
- Darlene Helena, Marketer and TikTok Creator
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“This move signifies a trend that’s been happening IMO since 2019 with TikTok’s rise, sparking the consolidation of social video view metrics to 1-second across platforms, normalizing how we measure instant engagement. YouTube stands out as the only platform not caving into the 1 second.”
- Nick Cicero , Social Video Analytics Expert
?? X (Twitter) Updates
?? TikTok Updates
?? LinkedIn Updates
?? YouTube Updates
?? Reddit Updates
???? CLICK THRU
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MrBeast (aka Jimmy Donaldson) is the world’s most popular YouTuber with 308 million subscribers. For 12 years, he’s managed to avoid a lot of the controversies surrounding his peers. But that may be changing. Sources on the set of his upcoming Amazon Prime series, "Beast Games," have said some competitors didn't receive enough food or medical care during the preliminary production and there’s talk of a Fyre Fest-style documentary stemming from the shoot. It’s going to be really interesting to watch the transition as MrBeast and his game show goes from homegrown creator project to more professional production and all the scrutiny that comes along with that. ? ? ?
?? DATA DROP
When it comes to beauty content, Instagram saw the biggest increase in engagements (5% YoY) and video views (68% YoY) of the three main platforms indicating the beauty content being posted there has been much more successful in engaging viewers when compared to the prior year
?? IN CASE YOU MISSED IT
Thanks for reading and good luck on the reporting shift from Plays and Impressions to Views!
Helping paid and organic teams work better together | Paid Social Strategy Lead at goodhelp | Marketing Instructor at UCLAx
2 个月Amazon ?? TikTok is great!!
Social Media Manager at Displate | Executing Social Media Strategy and Content Organization | Community Management | US-based Partnership Connection and Management
2 个月Amazing read! Thank you for the feature!
Let’s talk living spontaneously and applying the creative process at work. I build video content pipelines for law firms. I love helping executives and creatives break the frame and unlock their potential.
2 个月Thanks for being out in front on this change!!!