Facebook Follows Instagram and Moves to 'Views' as the Primary Metric for All Formats

Facebook / Views

Facebook announced that Views will now be the primary metric for posts, following Instagram’s lead. Views will replace Plays and Impressions as the main metric across Reels, Videos, Posts, and Stories. In addition, Facebook is also updating its video metrics. For example, Minutes Viewed and Average Minutes Viewed will replace Watch Time and Average Watch Time.

Why It Matters: Just like Instagram moving to Views as the primary metric, this change will make it easier for creators and brands to have a clearer understanding of their content performance across formats, thanks to more standardization. Now with Facebook doing the same, creators and brands get the added benefit of being able to compare their content across both Instagram and Facebook, allowing them to gain even more granular insights into what content is working across formats and Meta platforms.