ALT Screenshot of the Instagram creator account. Instagram Insight Updates. Reads: In the coming weeks, we are introducing Views as the primary metric across all organic and boosted media formats which includes reels, live, photos, carousels, and stories. Views will measure the number of times a reel started to play or replay and the number of times a non-reel appeared on a person's screen. Views will ensure you have the same metric across Instagram and help you better understand how your content is performing, regardless of its format.

ALT Screenshot of the Instagram creator account. Instagram Insight Updates. Reads: For reels, the Plays metric will be relabeled as Views. Over the next month, we will phase out Plays across Insights and will do so in other tools such as Meta Business Suite.

ALT Screenshot of the Instagram creator account. Instagram Insight Updates. Reads: For non-reels, Views will be the primary metric to measure how your content is performing though the Accounts reached metric will still be tracked and available in Insights. Impressions, which we also use for non-reels, will no longer appear in Insights but will continue to be tracked and available in other tools such as Meta Ads Manager.

ALT Screenshot of the Instagram creator account. Instagram Insight Updates. Reads: Other metrics such as Accounts reached, Accounts engaged, Interactions, and Watch time will continue to be available in Insights, but their locations will shift. With the replacement of Plays with Views, you'll now see a Views icon instead of a Plays icon.