Facebook is changing its primary metric to 'views'

Views will be measured not just on video content but also on photos, text posts, and more. When Instagram head Adam Mosseri announced the switch to views this summer, he said that having one consistent metric across the platform would make it easier for creators to understand how their content was performing. For reels, a view is how many times the video was played. For everything else, a view is how many times a piece of content shows up on a user's screen, and if the same user looks at it multiple times, each instance counts as a view.