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Facebook has announced a change to bring the platform in line with Instagram on metrics as it will now shift to ‘views’ as its primary performance indicator.
Not only will views be used to measure video content, but images, text-based posts, and more will be assessed against the same yardstick.
On videos and reels, plays will now be known as views with no other meaningful change, but views will replace impressions for Stories, photos, and text. These will be calculated by the number of times they appear on a user’s screen, including repeat viewings.
Clearly, this will show views higher than previous impression counts on Facebook.
Video metrics are also changing as part of the update.
Now, minutes viewed and average minutes consumed will be tallied, replacing the previous system of watch time and average watch time. This will include replays, capturing watch time to the nearest second.
As outlined by Head of Instagram Adam Mosseri, earlier this summer, utilizing one metric across the platform is intended to make it easier to understand how content is performing.
Meta has also introduced a new view count to posts on Threads, giving creators a tool to gauge how their content is performing and increasing transparency.
Brands and creators:
Facebook just announced that "views" will be the primary metric for all content types — Reels, videos, posts and stories
The single distribution metric is now calculated the same way across Facebook and Instagramhttps://t.co/MRe1382ccK
— Lia Haberman (@liahaberman) November 14, 2024
Meta’s changes come amid contrasting fortunes for X
The changes enacted across Facebook, Instagram, and Threads represent a change for Meta, but it also generates publicity and awareness, at a time when Elon Musk’s X is experiencing contrasting fortunes. He is riding the crest of a wave personally, including his elevation to President-elect Donald Trump’s ‘Department of Government Efficiency’ (DOGE) but many companies and high-profile personalities are deserting his X platform, formerly Twitter.
He has also been keen to push the number of views since he changed the bird app to the X, but for Meta, the update also encourages users to keep on clicking, viewing, and scrolling.
Image credit: Via Midjourney
