Inner Sircle

The recent shift from reporting Impressions to Views may be causing confusion and will likely prompt questions from clients.Historically, many of us considered views to be similar to impressions. But we're now seeing that views account for a wider range of interactions, including autoplay, looping, and multiple frames in a carousel. As a result, views can be up to 10 times higher than reach, whereas impressions typically hovered around 2 to 3 times reach. On Instagram specifically, research shows that views can be 25% higher than impressions, which is important to keep in mind.This shift may lead to a decline in engagement rate percentages, since the larger view count inflates the denominator. It’s something clients may notice and question. It's also worth noting that an article in The Verge cautions that “views” can be misleading vanity metrics, as platforms often define them in ways that boost perceived performance without necessarily reflecting deeper engagement. For example, the article states that on Ins