What does the newest instagram analytics update mean moving forward? How can your business utilize the newest change? 

Not every account has access to it, but it is coming your way. It’s important to note that Instagram has a new analytics update! You may notice that in your professional dashboard, Reach is gone, Views are in, and Engagement is now Interactions. Let’s break down these new analytics and talk about how your business can use them to gain more organic consumers. 

The Newest Instagram Update is Now Reach to Views

Instagram is replacing Reach with Views and will use it as the sole metric. The new metric will apply to static photos, carousels, stories, and plays. Reach was the number of unique users who have seen content from your profile. Views will measure the number of times a reel played or played again AND the number of times a non-reel appeared on a person’s screen. The point of View “ensures you have the same metric across Instagram to help you better understand how your content is performing, regardless of its format” (Instagram Creators, August 7, 2024). 

No Longer Impressions

In the newest Instagram analytics update, you may notice that impressions are gone. If you’re unsure what impressions were, they were very similar to views as they were the amount of times your content was viewed. The main difference is that Impressions track how many times a post or reel was displayed, and Views track how many times a post or reel was watched. This means Impressions were tracking people who may have scrolled by and did not give your content a chance, but Views will only track people who take at least a millisecond to watch or look at your posts—allowing Views to provide more information. 

Other Analytics to Note

At the end of the day, while Views, Reach, and Impressions are important, don’t overlook the power of Shares. In Instagram’s current climate, Shares are a crucial metric. When your content is shared, it automatically garners more views, likes, comments, and followers. If you find a particular type of content is being shared more than others, we recommend focusing on creating similar content to test its performance. 

Another thing to track is overall engagement. This is now under Interactions in the Professional Dashboard. Interactions mean people like your content enough to engage, and at Vivid Marketing, we believe that is the goal. Engaged people usually become consumers of your business! Try not to get caught up in the always-changing Instagram updates, but be aware of them and utilize them to strategize a content plan.