Instagram shifts to Views as primary metric for content performance across all formats

Instagram is set to make "views" the primary metric for content performance across all formats, including Reels, Stories, and Posts (Photos). This shift aims to simplify understanding of content performance, regardless of format, and will be rolled out in the coming weeks, as announced by Instagram’s official creators account.

Instagram chief Adam Mosseri explained that previously, different metrics were used for Reels compared to other posts. The new approach is designed to evolve this system for better clarity and consistency. Mosseri also highlighted that "views" differ from "reach" because one individual can view the same piece of content multiple times, whereas "reach" only counts unique viewers.

Besides views, Mosseri recommends that creators also monitor the metric "sends per reach," indicating that both are crucial for understanding content performance on Instagram. This aligns with Meta's broader strategy, as the parent company has emphasized the importance of views across its platforms, including Threads.