If your Instagram strategy is still centered on gaining followers and increasing likes, it’s time for a switch. Back in August 2024, Instagram announced a new primary engagement metric: views. This change applies to all types of content, including Instagram carousels, Reels, photos, and Stories, creating a streamlined approach to overall content performance and goals.  

What does this mean for publishers? While it may not require a complete overhaul of your current strategy, some changes are unavoidable. Optimizing your content to increase views rather than likes/follows means focusing more on visibility and reach– not just encouraging users to tap a button. 

Let’s dive into why views now matter most on Instagram and how you can maximize them on your account. 

Why the switch on Instagram?

Several factors drive Instagram’s shift in analytics, all reflecting a common theme: times have changed.

The Instagram of 2025 is vastly different from the app of just a few years ago. Currently, Instagram’s algorithm favors engagement and personally tailored feeds, returning to the idea of creating community and valuable online relationships. Here are some reasons behind the change in direction. 

Reach and impact 

This year, Instagram would rather publishers and brands prioritize the impact of their content rather than short-term metrics. Engagement is more important than follower counts right now. Anyone can like or follow a post, but only committed users will view it fully, engage with it, and pass it along. Views have a better chance of measuring actual interest in your content, and the algorithm will reward high view counts by pushing it in front of more people. 

Evolution of Instagram Feeds

Follow and like metrics used to mean more on Instagram simply because the feeds were structured that way. Your feed used to be a chronological account of content from people you followed, and followers handpicked these accounts. Now, Instagram feeds are more populated with content from accounts you don’t follow, picked by the algorithm based on your online behavior. Chasing followers is no longer relevant—users aren’t following much anymore!

Short Form Video 

Now that Instagram is in video competition with TikTok and YouTube, Instagram Reels have become more prevalent and preferred than ever. An increase in video content means measuring online success will look a little different. It’s more important to know how long a user is staying on a piece of content, especially with videos, which really need to be fully watched to make an impact.

Why do Instagram views matter

Beyond keeping up with the times, views are an overall more positive metric to shoot for on social media. Instagram views clearly measure your account’s growth and make the followers you gain more worthwhile. You’re not just looking for followers–you want loyal readers and subscribers who are genuinely interested in what you offer. 

Some other benefits of views as a primary engagement metric include: 

• Reaching new audiences. Boosting your views helps grow your audience by increasing your content’s likelihood of reaching new accounts. Reels are the best way to accomplish this goal, as the algorithm favors video content, and they are more likely to reach new accounts organically. 
• More engagement. Engagement on any account is challenging to get right now, but refocusing your strategy on views can help. Views open up opportunities for other forms of engagement, such as commenting and sharing. These metrics will spark the algorithm to push your content even further. Sharing content on Instagram is becoming especially important, so this is a great secondary metric to shoot for. 
• Monetization and brand awareness. If your social media goal is to increase revenue or subscribers, visibility is super important. With more eyes on your content, you have a far better chance of reaching your goals. 

Tips for how to get views on Instagram

Again, some of these best practices you may already be doing. A lot of social media success is based on the same concepts, just adjusted slightly as time goes on. Here are a few tips for how to get views on Instagram that are showing promising results.

Trending topics and collaborations 

Instagram will likely always push trending topics, so if they fit your brand, go for it. If trending topics are not your thing, consider collaborating with accounts you align with instead. This allows you to showcase your content to an entirely new audience, with some overlap if you’re both in a similar niche.  

Reels and video content

Video content is, hands down, the most effective avenue to increasing your views. Reels are more entertaining and engaging than text or image-based content (as much as we still love them!) and far more likely to be shared among audiences. For tips on producing a vault of video content, we made a short-form video guide to help get you started. 

Hashtags 

You want the algorithm to pick up your Instagram content, but once it doesn’t, you also want it to distribute it in the right direction. Utilizing hashtags can help here. Pick a mix of broad and specific hashtags, but not too many. Too many hashtags can make it difficult for Instagram to categorize your post, and it may send your content to the wrong spaces. 

We talk a lot about hashtags, but it’s important to tailor them to each platform. Here’s our guide on how to use the best Instagram hashtags to help you target your specific audience.

Utilize Stories and Stickers 

You can use a host of engaging features on Stories to get your audience to view and engage with your content. Stickers, polls, and questions have all proven successful in getting users active and excited. Also, don’t be afraid to ask for engagement! Just make it tasteful and authentic. 

Consistency and optimization 

These two tips are tried and true, no matter what metric Instagram prioritizes. Whatever type of content you post, make it your best and commit to it. Post consistently on a schedule that fits your brand and optimize wherever possible–captions, tags, titles, on-text words, etc. Posting when your audience is active helps, as does including language your audience enjoys. 

Analyze your progress

Are you on the right track with publishing content your audience wants? Use Instagram analytics to find out. Track your performance and note changes in your audiences’ view behaviors based on the type of content you post. 

Short on time to boost your Instagram views? Let True Anthem help. Our tool uses real-time analytics to track and measure your content’s performance, ensuring you stay on track to reach your target audience. We also support publishers in maintaining consistency with a user-friendly dashboard for managing and scheduling posts. 

Reach out to us for a chat or request a demo to jump right in.