Instagram's shift to "Views": What creators need to know

by

Chris Chan

min read

Aug 9, 2024

Instagram's shift to "Views": What creators need to know

As of August 7, 2024, Instagram is making major changes to how creators measure success on the platform. Their goal is to simplify metrics across content formats.

And Instagram executives are kicking off this change by introducing “Views” (not the world’s most original title, we know).

For creators, this adjustment means a move away from traditional metrics like 'Plays' and 'Impressions' in favor of a more unified approach that counts every view, including repeats from the same person.

With over 50% of content on Instagram now being recommended by AI rather than user-selected, understanding how these updates impact visibility and engagement becomes critical.

Additionally, the platform has expanded Carousel posts to allow up to 20 images or videos, giving creators even more flexibility in sharing content.

These updates are part of a broader effort by Instagram to give creators more tools to enhance engagement and reach—regardless of follower count.

In this blog, we’ll unpack the specific updates that were announced, what these changes mean for content creators, and what you should do in light of these updates.

Instagram is putting “Views” front and center as the primary metric across all content formats—Reels, Live, photos, Carousels, and Stories—which means that metrics like 'Plays' and 'Impressions' are being phased out.

So, what exactly counts as a "View"?

For Reels, it’s the same as what was previously labeled as 'Plays'—every time a Reel starts to play or replay, it’s counted as a View. This new focus on Views applies across the board, whether it’s a quick glance at a photo, a swipe through a Carousel, or a replay of a Story.

By focusing on Views, Instagram is aligning its metrics more closely with platforms like TikTok, where views have always been a key performance indicator. This move also reflects changing user behaviors, where algorithms play a larger role in determining what content gets seen rather than the traditional follower count.

What do these changes mean for content creators?

With the spotlight now on Views, creators might need to rethink their game plan. If you’ve been catering to a niche crowd, you could find yourself needing to cast a wider net to reach new audiences.

This shift also means playing with different formats. Reels might continue to be the MVP, but Carousels—now with the ability to showcase up to 20 images or videos—could become a key player. And don’t sleep on Stories; they still offer a quick-hit way to rack up Views.

In other words, continue doing what all great content creators do: experiment. Test out new formats, switch up your content style, and see what clicks. It’s time to figure out what gets the most eyeballs without losing your core followers.

Switching the focus from likes and comments to Views could shake things up in the creator space. Brands used to look at engagement metrics to gauge a creator’s influence. Now, they might lean more on the numbers—who’s pulling in the most Views?

A creator with 36k Views but only 25 Likes might suddenly look more attractive to brands than someone with 6k Views but 250 Likes. That’s a shift from quality to quantity, and it could change how creators are evaluated and paid.

If you’re a creator, balancing the need for Views with keeping your engagement strong will be key. Don’t let your content become just another scroll-past—find ways to keep your audience interacting. Check out how you can get paid for making Instagram Reels.

5 Instagram action steps for content creators

Want to get ahead of the curve on Instagram's updates and profitably grow your audience. Here are 5 things you can do now.

Action 1: Double down on visual variety

With Carousels now allowing up to 20 images or videos, don’t just stick to single posts or Reels. Use the expanded Carousel feature to tell more complete stories. Mix photos, short clips, and even behind-the-scenes shots to keep your audience swiping and engaging.

Action 2: Leverage replays for reels

Replays count as Views too, so make content that viewers will want to watch more than once. This could mean adding surprising elements or crafting intricate visual loops that encourage multiple viewings. The goal is to create content that hooks people enough to replay it.

Action 3: Create share-worthy moments

Since DMs are becoming a primary way to share content, craft posts designed to be shared in private messages. Think memes, relatable quotes, or short, impactful videos that followers will want to send to friends. The more your content is shared, the more Views you rack up.

Action 4: Track and adjust in real-time

Instagram's shift means you’ll need to monitor which formats and types of content are getting the most Views. Use this data to tweak your strategy quickly. For instance, if you notice Carousels are outperforming Reels, pivot your focus to what’s resonating with your audience.

Action 5: Take control of your audience and engage beyond the feed

Don’t let your content end at the post. Use Stories, Live sessions, and interactive features like polls and quizzes to maintain deeper connections with your audience. While Views are critical, sustained engagement will keep your audience invested and coming back for more.