Facebook will change its main metric to 'views'

Facebook has decided to establish "views" as its primary metric for evaluating content performance, aligning with the metrics used on Instagram. This new measure will not be limited to video content but will also encompass photos, text posts, and more.

During the announcement of this transition by Adam Mosseri, head of Instagram, it was highlighted that having a uniform metric across the platform would make it easier for creators to understand their content's performance. In the case of reels, a view is counted each time the video is played. For other types of content, a view is defined as each time an item appears on a user's screen, also counting if the same user views it multiple times.

Additionally, Meta has introduced a view count for posts on Threads, in an effort to provide creators with greater transparency about how their content is performing. While this metric may be useful for brands, its relevance could be questionable for the average user. It is straightforward for Meta to report how many screens have displayed your posts, but explaining the reasons behind it is more complex.

Views have been a recurring topic for Elon Musk since he took control of Twitter, now called X. Like other metrics established by tech companies, the terms "views," "impressions," and other indicators are largely arbitrary, and any content creator knows they can change rapidly. Platforms often update and encourage users to focus their attention on different metrics depending on what is most advantageous for the business. Currently, Meta seems more interested in having users continue scrolling through content.