Instagram Views is the most recent change that the social network has made to its metrics system for creators.
By changing the main way the platform calculates the performance of each post, “Views” also aligns with Instagram’s expectations for 2025.
In this article, we will explain what this new metric means, how it is calculated and how to use it strategically to improve your presence on the platform.
What are Instagram Views?
In August last year, Instagram Views was implemented with the aim of simplifying metrics across all content formats.
Now, Reels, Stories, Carousels, Lives and Photos, all types of publications possible on the platform, have the same main performance metric, Views. This means that metrics like “Likes” and “Impressions” have lost relevance.
Views represent the number of times a post was viewed, including whether the same user watched the same content three times. In other words, it’s no longer just about unique users.
For Reels, for example, the process is the same as what was previously labeled “Plays” — each time a Reels starts playing or plays again, it is counted as a view.
The same applies to other content formats, whether it’s a quick look at a photo, a scroll through the Carousel or a repeat of a Story.
By focusing on views, Instagram is aligning its metrics with platforms like TikTok, where, rather than the number of followers and likes, views have always been the highest performance indicator.
Therefore, to measure the impact of content, the focus is less on superficial engagement (such as likes) and more on the real attention that the publication receives.
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Why is Instagram prioritizing Views?
The appreciation of Views follows a global social media trend: measure the time and quality of users’ attention.
It’s common for you to like a photo “in automatic mode”, without really paying attention to what you’re seeing. On the other hand, a viewing requires a higher level of engagement, even if brief.
This change also follows the growth of video formats. Reels, for example, have become Instagram’s flagship product in recent years, as a direct response to the success of TikTok.
By placing more emphasis on Views, Instagram reinforces the importance of content that captures attention quickly and encourages continued consumption.
Without a doubt, the goal is to keep the user on the platform for as long as possible.
Instagram Views also helps measure the real reach of content, since a post may have few likes but many views, indicating that more people saw it, even if they did not actively interact.
This offers a more complete view of the impact of the publication.
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How are Instagram Views calculated?
Understanding how Instagram Views are counted is essential to correctly interpret the results. Here are some important points:
- Posts and carousels: When your post appears in Instagram’s main feed, hashtag searches, or Explore page, each view counts as one view.
- Minimum time: For videos in the feed, the user must watch for at least 3 seconds. If he scrolls quickly without watching, that view won’t count.
- Stories: Story views are counted every time someone views your story, including replays.
- Lives: Are counted both during the live broadcast and in the replay.
To access this data, you need to go to Instagram Insights, Instagram’s integrated analysis tool.
What changes for content creators with Instagram Views?
For those who produce content on Instagram, this change in focus on the main metric represents an opportunity — and also a challenge.
Creators and brands now need to think not just about generating engagement, but about holding user attention.
Brands, for example, often analyze engagement metrics to assess a creator’s influence. Now, this changes to the number of Instagram Views.
A creator with 42K views but only 150 likes may suddenly appear more attractive to businesses than someone with 8K views but 320 likes.
It’s a delicate balance between quantity vs. quality, and if you’re a creator, balancing the number of views with maintaining your engagement will be fundamental.
This change also means experimenting with different formats.
Reels may continue to be preferred, but Carousels — now with the ability to display up to 20 images or videos — could become a valuable resource.
And don’t forget Stories; they’re still irresistible to most audiences and a quick way to rack up Instagram Views.
Strategies to make better use of Views
To make the most of this new metric, we suggest the following:
- Invest in short and dynamic videos: Reels continue to be the viewing champions. Take care in the first few seconds, as they are decisive in keeping the viewer.
- Use captions and on-screen text: Many people watch without sound. Subtitles maintain understanding and increase viewing time.
- Bet on visual hooks: Start your videos with something that catches attention — a question, a problem, an impactful image. The opening moments of your content determine its success more than ever.
- Optimize video covers: An attractive thumbnail can increase your click chances and, consequently, your Views.
- Repurpose popular content: If a post has many Views, think about updated or complementary versions to take advantage of public interest.
In other words, keep doing what all great content creators do: experiment.
Test new formats, change the style of your content and see what works. It’s time to find out what captures the most attention and makes people want to share and watch on repeat.
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What will be relevant on Instagram in 2025
For 2025, Adam Mosseri, the head of Instagram, says that the platform wants to rescue its original essence, giving more visibility to content created by real people.
With the growing dominance of professional brands and influencers, the feed ended up being full of highly edited productions, often far from the everyday experiences of ordinary users.
Now, Instagram wants to balance this scenario and encourage spontaneity, authenticity and real connections.
This decision is not by chance. The social network realized that genuine content, that which shows real everyday moments, generates more identification, engagement and a feeling of community.
Therefore, profiles that share simple scenes, such as a morning routine, a walk in the park or an outburst, tend to gain more prominence in the algorithm. In summary: less filters and scripts, more reality and vulnerability.
Additionally, Instagram will increasingly prioritize sharing. Content that is sent via DM, added to Stories or shared with friends will have more weight in reach.
This signals a clear change in the way the platform measures a publication’s success.
Instead of just focusing on likes and comments, Instagram wants to value how much a post is considered worthy of being reposted — something that demonstrates social value.
For content creators and brands, this represents a new challenge: producing materials that, even with quality, appear more authentic and generate immediate identification.
Showing behind the scenes, recording errors or real moments can be more strategic than maintaining an impeccable and distant aesthetic.
For ordinary users, this change could be an opportunity to express themselves on the platform again without feeling the pressure of competing with over-produced content from influencers.
In short, the Instagram of 2025 wants less perfection and more truth.
The focus is on making the network a space where people feel comfortable sharing who they really are — and not just what they think they should show.
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Instagram Edits
The use of AI also comes with everything!
To encourage users to create more, Instagram recently launched a new app called Edits.
It is designed to help content creators produce high-quality videos directly from their smartphone, without needing third-party applications like the famous CapCut.
Available for free on iOS and Android, Edits offers a variety of advanced tools that aren’t present in the main Instagram app.
Its main features are:
- Advanced video editing: Edits lets you capture videos up to 10 minutes long and offers a precise timeline for editing, with features like clip trimming, speed adjustment, filters, green screen effects, and AI-generated animations.
- High quality export: Videos can be exported in 4K resolution without watermark, ready to be shared on any platform.
- Integration with Instagram: The app is linked to your Instagram account, allowing you to easily share edited videos directly to Reels or save them for later use.
- Organization and collaboration tools: With features like “Stickies”, you can add notes and ideas to your projects, making it easier to plan and collaborate with other creators.
- Real-time insights: Edits provides analytics on how your videos are performing, like view rates and engagement, helping you better understand what works with your audience.
Edits was developed with feedback from content creators and continues to evolve based on community needs.
Despite being an app separate from Instagram, it promises to make content production for the platform much easier, helping beginner creators improve their performance and get more Instagram Views.
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Use Instagram Views to benefit your business
With the Instagram Views, the social network reinforces its commitment to content that captures the user’s attention and generates more immersive experiences.
If you are a content creator, social media or entrepreneur, it is worth adapting your strategy, focusing on creating engaging publications designed to retain the public’s attention.
After all, more than being seen, the important thing is to be remembered — and Views are an excellent thermometer for this.
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