Understanding Facebook and Instagram’s Views Metric Changes

In this blog, let’s talk about Facebook and Instagram’s recent “views” metric change. If you’re like me, you probably keep a close eye on those numbers. It’s a good way to see how our content is doing…or is it? Let’s press pause and really think about what this metric means.

What Is The “Views” Metric

For a long time, people we’ve worked with would look at views as a sign that their content strategy is working. But what counts as a view? On Facebook and Instagram a view is counted when someone watches a video for at least 3 seconds. That’s it.

Now when it come to Reels it gets trickier. Think about this. Reels start playing automatically as people scroll. That means even if someone didn’t choose to watch your video, it could count as a view. All it takes is a 3 second pause. Could this metric be misleading?

Forced Views & Reality

Think about this. How often do does a video start playing as you scroll through your social feed? That’s what I like to call a “forced view” and it can inflate your view count. This is why we started paying more attention to the “Plays” metric. Which took some digging to find. Unlike views, “Plays” were recorded when someone actively clicked on a video. Meaning they chose to watch the video. That’s a better metric to determine if people were truly interested in your video. But the “Play” metric is no more on Facebook and Instagram. So what does that mean?

A Focused Shift

With this metric change, it’s important we focus on metrics that actually tell us something meaningful about our content. Views can be used to give us a general sense of reach. But, it’s crucial we look at metrics that show real engagement. Like comments, shares, or how long people are watching (if that’s available). At the end of the day, we’re trying to connect with people, not just rack up numbers.

So, what does this mean for us moving forward? I’d say it’s a good reminder not to get too caught up in vanity metrics, like views. Sure, those numbers can look impressive, but they don’t always reflect real engagement or impact. Instead, focus on creating content that encourages people to actually interact with it. Think about how to make your videos more engaging. Make a point to tell viewers what you want them to do. Maybe it’s visiting your website, leaving a comment, or sending you a direct message. I read in Social Media Today’s article that Instagram is saying:

Don’t get hung up on followers and likes, what matters most is that more people are seeing your content over time.

Yes, more views is good, but only if those views convert into active and meaningful engagement. Which can take more time and intentional effort.

Adapting to the New Reality

There’s no reason to waste time or energy complaining about the changes. The fact is, we’ll continue to see changes like these. We don’t have control over how Facebook and Instagram measure things, or what metrics they want us to see. But it’s our responsibility to be more aware of what these metrics mean and how it might effect our content strategy. When changes like this happen, it’s a great opportunity to press pause and reflect on what your goals are. If your goal is to build a loyal, engaged community, then prioritize metrics that reflect that.

Not all stats are created equal. Each metric plays a role in your overall picture. Views might make us feel good, but they don’t tell the whole story. By focusing on more meaningful metrics, you can get a better sense of your content’s true impact.

🤖 This article is based on our own experiences, reflections and thoughts. AI was used to help research and gather additional data and insights.