Facebook has announced a significant change for content creators on the platform. They will now be shifting to using views as the primary metric to measure content effectiveness. This change applies to all types of content, including posts, stories, reels, and videos.
Views will count how many times a video or reel has been played, or how many times a post or image has been displayed on the screen. This method of measuring using views is similar to Instagram.
For videos or reels, the way views are measured will remain the same. However, Facebook will no longer track replays separately, all replays will now be included in views.
For text posts, images, and stories, views will replace impressions by counting the number of times the content is displayed on the screen, including repeat views. Therefore, views will be higher than the previous impression count.
Additionally, Facebook will introduce additional metrics for videos, such as Minutes Viewed and Average Minutes Views, replacing the previous metrics of Watch Time and Average Watch Time. Minutes Viewed counts the total time a video or reel is played, including replays, in minutes.
These new performance metrics will start appearing in Insights on Meta Business Suite and Professional Dashboard in the coming weeks, along with performance metrics for advertisements.
TLDR: Facebook is changing the way content creators measure their content’s effectiveness by using views as the primary metric for all types of content, including videos, replacing previous metrics like impressions and watch time with new metrics like Minutes Viewed.
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