What's Changing?
Instagram has simplified its metrics by replacing "Impressions" with "Views" for organic posts. This change reflects Instagram's commitment to providing clearer, more actionable insights for content creators and businesses with professional accounts.
The New Metric: Views
Views: The number of times your content was played or displayed on Instagram. Content includes reels, posts, stories, and live videos.
This replaces the previous "Impressions" metric, which counted the number of times your posts, stories, reels, and videos were on screen. The key difference? The new terminology emphasizes actual content consumption rather than passive appearance in someone's feed.
Why the Change Matters
This update isn't just a simple name change – it represents a shift in how Instagram wants marketers to think about organic content performance. While the technical measurement remains similar, the terminology change from "impressions" to "views" emphasizes content consumption rather than mere exposure.
For multifamily marketers managing Instagram accounts, this subtle shift encourages a more intentional approach to content strategy:
Quality over quantity: The focus moves toward content that actually captures attention rather than simply appearing in feeds
More meaningful metrics: "Views" better communicate that someone has seen your content in a meaningful way
Content-centric approach: This metric update aligns with Instagram's ongoing efforts to reward valuable, engaging content in the algorithm
During Meta’s transition from impressions to views, they are also removing the metrics’ time series. In other words, views will be reportable over a time period as a whole number, but will not be broken down day-by-day the way impressions were. While Meta may change this in the future, for now this shift away from daily impressions may be surprising for marketers.
What This Means for Your Community's Instagram
For property managers and multifamily marketers, this change emphasizes the importance of creating Instagram content worth viewing, not just scrolling past. As we've always said at Social Kapture: content worth the follow.
This Instagram metric update aligns perfectly with what we've been recommending to our partners:
Create engaging, stop-the-scroll Instagram content that encourages actual consumption
Optimize for viewer retention with posts that deliver value in the first few seconds
Focus on authentic community storytelling that resonates with potential residents
Track engagement rates alongside views to understand not just who saw your content, but who was inspired to take action
How Social Kapture Is Responding
At Social Kapture, we've been focused on creating meaningful Instagram engagement — not just impressions — since day one. Our dedicated content creators understand exactly what it takes to produce property content that doesn't just get views, but drives prospective residents to schedule tours and ultimately sign leases.
We are also updating our social media reporting in the SK Dashboard so our clients can get the most up-to-date metrics possible.
The Bottom Line
While Instagram's shift from "impressions" to "views" might seem like a simple terminology change, it reflects an important evolution in how organic social content effectiveness is measured. For multifamily marketers, this reinforces what we've always known: quality, engaging Instagram content that showcases your community authentically will always outperform content that simply fills a feed.
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