Follower counts are a thing of the past – Instagram’s new focus is on views

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Attention: Important changes you shouldn’t miss. From now on, views on Instagram are the central metric that determines the success of your content. While many users continue to focus on followers and likes, recent statistics show that 50% of the content in your feed comes from accounts you don’t even follow. This impressive figure illustrates how much Instagram uses its algorithm to present you with relevant content and how the way users discover and consume content has fundamentally changed.

Your feed was mainly filled with posts from profiles you actively followed. Today, however, the algorithm is the main player that decides what content is shown to you. What does this mean for you and your content strategy? Quite simply, views are now the key to your success on the platform. This metric measures how often your content is viewed, regardless of whether viewers follow you or not.

Why is views the new currency on Instagram?

The switch to views as the primary metric puts the focus on the reach and visibility of your content. Whether it’s reels, photos, carousel posts or stories, views show how many times your content is actually seen. Instagram takes into account not only unique views, but also repeat views, making this metric even more relevant. Your new goal will be to generate as many views as possible in order to move up the algorithm, be seen by more users and potentially go viral. Views allow you to measure how successful your content is and how well it is being received by the Instagram community.

Was Instagram inspired by TikTok’s recipe for success?

Instagram’s new focus on views puts it in direct competition with TikTok, which is already successfully using this metric. TikTok has managed to make a lot of content go viral, regardless of the number of followers the creator has. TikTok’s algorithm rewards creative and engaging videos with high visibility, allowing new users to quickly achieve a wide reach. By also introducing ‘views’ as a key metric, Instagram is recognising the importance of visibility and reach, and attempting to adopt TikTok’s recipe for success. This move could not only change the way content is consumed on Instagram, but also redefine the competitive dynamics between the two platforms.

From followers to views

The number of followers alone is no longer enough to be successful. If your content is seen often, it will rise in the feeds of other users, regardless of whether they follow you or not. Keep in mind that Instagram not only counts unique views, but also repetitions, similar to Reels, where ‘Plays’ have now been renamed Views. This change shows you how important it is to create content that viewers want to watch again and again.

The importance of views compared to other metrics

It’s important to understand that views are now the basis for your performance measurement. Does this mean that other metrics such as engagement, comments or ‘saves’ have become irrelevant? – Not at all! These additional metrics help you to assess the quality of the views.

Imagine you have a video that reaches thousands of views. That sounds great, right? – But what happens if nobody reacts to your video, comments on it or shares it? In this case, the views might be high, but they don’t necessarily reflect real interest or lasting impact. Now the other metrics come into play:

1. Engagement: Likes, comments and shares show how much your content really resonates with viewers. A high view value is great, but engagement shows whether your content really hits a nerve.
2. Comments: Comments offer you valuable feedback and give you insight into the thoughts and opinions of your community. They show that your content is not only being consumed, but also discussed.
3. Saves: If users save your posts, it means that they find your content so valuable that they want to look at it again later. Saves are a strong indicator that your content is making a lasting impression.
4. Sends per Reach: This new KPI shows you how often your content is shared directly via DMs. It’s a sign that your content is perceived as particularly worth watching, which is often an even stronger form of engagement.

The balance between views and other metrics is crucial. While views measure the visibility of your content, the other metrics provide information about how well your content is really received and what effect it has on your audience.

How to align your content strategy with the new views metric

With the new focus on views, the game is changing on Instagram. But how can you ensure that your content achieves the desired views and continues to generate engagement? Here are some practical tips:

• Content planning with views in mind: For every post, think about how you can attract and hold the attention of viewers. This means creating content that arouses curiosity, raises questions and encourages interaction.
• Make targeted use of reels and videos: Reels are one of the most effective ways to increase views. Short, concise and entertaining videos not only attract attention, but are often viewed multiple times.
• Create interactive content: Use polls, question stickers and other interactive elements in your stories to generate more engagement. The more users interact with your content, the higher your content will rise in the algorithm.
• Cross-promote on other platforms: Share your Instagram content on other social media platforms to generate more views. This not only increases visibility, but can also lead to more followers and engagement.
• Optimise timing: Analyse when your target audience is most active and schedule your posts accordingly. The first few hours after publication are crucial for the success of a post.

How can you generate more views on Instagram?

Use the following tips and see how you can increase your views on Instagram bit by bit:

1. Harness the power of reels and videos

Reels and videos are the driving force behind Instagram’s new views strategy. In fact, recent research shows that reels generate 55% more interactions than other content formats. To capitalise on this momentum, focus on creating reels that are creative, entertaining and informative. Focus on crisp content that grabs viewers’ attention in the first three seconds – this is the crucial time when users decide whether to stay or scroll.

2. Timing is crucial

Although Instagram is increasingly relying on algorithmic ad recommendations, the timing of your posts remains an important factor. Statistics show that posts published during peak hours can generate up to 30% more views. Use tools like Instagram Insights to find out when your audience is most active and schedule your posts accordingly.

3. Optimise your hashtags

Hashtags are still an effective way to make your content more visible. By using targeted hashtags, you can ensure that your content is seen by the right people. According to a recent study, posts with targeted hashtags receive up to 12% more views.

4. Content that can be shared

The more your content is shared, the more views you get. According to Instagram, ‘sends per reach’ and views are now the most important metrics. Make sure your content is relevant, informative and visually appealing so that your followers are happy to share it. Tip: Create content that evokes an emotional response or provides valuable information that encourages your followers to share it with their networks.

5. Create highlights on Instagram Stories

Stories Highlights are a great tool for making important content permanently visible on your profile. They last beyond the 24-hour limit and can generate views in the long term. Highlights are particularly effective for timeless content that is always relevant. Tip: Create themed highlights that cover different aspects of your content and update them regularly to keep them fresh and engaging.

6. Actively interact with your followers

Interacting directly with your followers, whether through replies to comments or DMs, goes beyond good customer service. It signals to the algorithm that your account is active and relevant, which can lead to your content appearing more frequently in their feeds and therefore getting more views. Tip: Make sure you reply to comments and messages regularly. Ask your followers for feedback and actively engage them in conversations to increase engagement.

7. Use attractive thumbnails

A visually appealing thumbnail can make all the difference. Use eye-catching thumbnails for reels and videos to grab people’s attention. An interesting thumbnail can lead to more people clicking on your video, which can significantly increase your views. Tip: Choose thumbnails that are visually appealing and summarise the main theme of your video. Make sure they are easy to see and understand at a smaller size.

8. Test your content with A/B testing

Do you know exactly what your audience likes? Find out by testing different versions of your posts or videos. A/B testing helps you to understand which content is better received so that you can generate more views in the long term. Tip: Experiment with different formats, styles and content. Track the performance of the individual variants closely and focus on the successful formats.

9. Use Instagram Ads for targeted reach

If you want to increase your views quickly, paid advertising can be an effective solution. With Instagram Ads, you can reach more people who are interested in your content. Running ads means presenting your content to a wider audience, which can lead to an immediate increase in views. Tip: Target your ads to specific audiences that best resonate with your content. Use the insights gained from your organic posts to optimise the ad strategy and achieve maximum results.

Conclusion

The switch to views as the primary metric clearly shows how priorities have shifted on Instagram. It’s no longer just about having a large number of followers, it’s about getting your content seen by as many people as possible. Views give you a clear and measurable way to evaluate your success on the platform.

But don’t forget: true success lies in the balance between views and their associated engagement metrics. This shift requires an adjustment in your content strategy. It’s no longer enough to get a lot of likes. It’s about creating content that not only grabs people’s attention, but keeps them coming back for more. Our tips on how to optimise your Instagram strategy will help you do just that.