You’ve probably seen the news: Instagram now recommends users prioritize views over other metrics, such as likes or comments.
For creators and social media managers, this shift means optimizing for visibility has never been more important.
We’re here to help you navigate this change. Here’s why views matter on Instagram and how to increase them.
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What Are Instagram Views?
Instagram Views refer to the number of times your content has been seen by users, followers or otherwise.
Whether it’s a quick scroll through an image, a full watch of a Reel, or a tap on your profile, Views capture the total exposure of your content.
Unlike engagement metrics such as likes or comments, Views purely focus on how often people look at your content, making this metric essential for understanding how visible your content is across the platform.
In a recent Reel, Instagram head Adam Mosseri emphasized the importance of reach over follower count; this is why, he claims, views are being more prominently featured in Instagram Insights, Instagram’s internal analytics platform.
Are Other Metrics Still Important?
Even with Adam Mosseri encouraging us to track views, social media managers agree that other engagement metrics such as likes and comments are still relevant.
The Instagram algorithm wants you to produce content that keeps people watching. The more eyes you have on your content, the more the algorithm will boost it.
"We typically evaluate post performance by engagements per post, however, views are a key indicator when we assess whether or not the algorithm is pushing out our content,” says Later’s Social Media Manager, Chantal Hermetz.
“This year on our team, one of our goals is to expand our audience, and to do that we need to determine the quality of our reach; ie how many viewers are new followers vs. non-followers. To do that, we’re keeping a closer eye on our 'Accounts Reached' metric within Instagram insights."
Why More Views Matter
Views can be an important indicator of some major milestones for your Instagram account; they can help you unlock greater engagement, brand growth, and reach.
Audience Growth
More views mean more people are exposed to your content, increasing the chances of gaining new followers. Having a steady flow of views can lead to even more organic growth. This is especially true for Reels, which are favored by the algorithm and more likely to be shown to audiences beyond your follower base.
Higher Engagement
Views are the first step to other forms of engagement. The more people who see your content, the greater the likelihood of them liking, commenting, or sharing it. When engagement happens, the algorithm takes note, further amplifying your post’s visibility to an even wider audience.
Brand Awareness and Monetization
Whether you're promoting products and services, or building a personal brand, more views result in more exposure, leading to increased brand awareness. For creators and brands alike, high visibility is needed for securing partnerships and sponsorships, making views a gateway to revenue generation.
Get a holistic view of your Instagram performance - from views to engagement metrics - and make informed decisions about your content with Later’s Instagram Scheduler. Get a free trial today.
Do More Instagram Views Mean More Money?
While Instagram doesn’t pay you specifically for views, having a high view count can certainly lead to monetary opportunities. Here’s how:
Reels Play Bonus Program
Instagram's Reels Play Bonus program allows creators to earn money based on the number of views their Reels get. Creators can apply for this program if they meet certain eligibility criteria, such as having a specific number of followers or views. The payout varies depending on factors like total views, audience engagement, and content quality. So while Instagram doesn’t pay you for views directly, the Reels Play Bonus is one way to monetize your views.
Brand Partnerships and Sponsored Content
A high number of views can make your content more attractive to brands looking for influencers. More views mean more reach, which is essential for brands when selecting partners for sponsored posts. This is where the indirect relationship between views and earnings comes into play. More eyes on your content can lead to higher-paying collaborations.
Growing Your Audience for Indirect Monetization
While views don’t directly equal payment, more views often lead to a growing follower base. This expanded audience can lead to more income streams like affiliate marketing, product sales, or premium content subscriptions.
How to Get Views on Instagram: 10 Quick Tips
If you're looking to boost your Instagram views to hack the algorithm, these 10 strategies will help you maximize your reach and visibility:
Create Trend-Based Content
Posting content that taps into current trends can help you gain more visibility.
"I’m sure this won’t come as a surprise, but our trend-based, entertaining content is what brings in the most views,” says Later’s Social Media Manager, Chantal Hermetz.
“Mosseri has said it himself: the highest performing content is content that people want to send to friends. So the more relatable, humorous or entertaining a piece of content is, the more someone is likely to share it with someone—meaning more eyes on our content."
Focus on Reels
Reels are currently the most effective content type for gaining Instagram reel views. They are prioritized in the algorithm, making them a great way to grow your reach.
Hot tip: Schedule them in advance using Later Social to make things easier.
Use Hashtags
Strategic use of hashtags will help your content get discovered by new audiences. Use a mix of trending, niche, and branded hashtags to maximize your reach. Try using our Hashtag Suggestions tool to find the best tags for your niche.
Encourage Shares & Engagement
The more your content is shared, the more views you’ll get. That means you’ll need to create content that people will want to send to friends, like relatable, cute or humorous posts.
Plus, you can use new Poll posts to get people talking directly in the comments - another way to improve visibility.
Collaborate with Other Creators
Partnering with other creators or brands can help you reach their audience, bringing in new viewers to your content. In Later’s Influencer Index, our influencer database, we have over 10 million influencers to choose from - from household names to micro influencers and UGC creators.
Post Consistently
Consistency signals to the algorithm that you're an active creator, which can help increase your visibility. Of course, you’ve got to balance this with quality, as consistent but poor content won’t win you the views you want.
Use Stories and Stickers
Use engaging features like polls and questions in your Stories to keep your audience engaged, which can lead to more views. It’s helpful to plan this in advance so you can keep your content strategy fresh, and you can maintain your time by scheduling your Instagram Stories ahead of time.
Engage with Your Audience
Actively responding to comments and DMs keeps your followers engaged and can encourage them to share your content, boosting views. Building a relationship with your existing viewers keeps them coming back for more – and recommending your content to others.
Optimize Your Posting Time
Posting when your audience is most active increases the chances that your content will be seen and shared. Check out our resource on the best time to post on Instagram if you’re not already optimizing your posting time.
Analyze and Adapt
Use Instagram Insights or, even better, a social media management platform like Later Social to track performance. When you monitor what types of content are getting the most views, you can double down on those strategies.
With Instagram’s shift to optimizing for views, creators and social media managers like you now need to focus on crafting content that captures attention and encourages engagement. By creating trend-based content, mastering Reels, and encouraging shares, you can maximize your visibility and grow your audience. More views not only lead to increased engagement but also open the door to monetization opportunities through brand partnerships and audience growth.
To make managing your content easier and stay on top of trends, try Later Social’s suite of tools, including all of those mentioned in this post. Sign up for a free trial and get on top of your Instagram strategy to boost your chances of getting more views and growing your brand.
