05/05/2026
Instagram just changed what counts as a view and it’s affecting how content performs.
Here’s what’s changed:
Views are now more focused on active attention, when someone opens, plays, swipes or replays your content.
For brands, this means content needs to work harder from the first second.
Focus on strong hooks, swipe-worthy carousels, videos that keep people watching and content that gives your audience a clear reason to stop.
The big shift: Instagram is rewarding real attention, not just passive exposure.
