Understanding "views," the primary metric to track on Instagram
+how to batch create content and the cultural moments and news that caught our attention this week
quick summary ⚡️
Instagram’s new top metric
TikTok’s obsession with being demure, AI tools are helping brands source influencers and more in the cultural moments and news that caught our attention this week
5 steps to batch creating content
Reminder to give yourself grace
Instagram updates their analytics
ICYMI, Instagram has announced “Views” as the primary metric on their platform.
Entrepreneur and digital strategist Nick Cicero breaks down the update ⬇️
Why are Views so important? It’ll streamline the analytics process for creators, ensuring they have the same metric across Instagram to track how their content is performing, regardless of the format [Reels, carousels, images, etc.].
An added benefit of this update is that it’s now easier to track video performance across multiple platforms and optimize your strategy.
For months, head of Instagram Adam Mosseri has been urging creators to focus less on follower numbers and more on reach. As the Instagram algorithm has shifted over the years, followers have become less important.
“Back in the day, Instagram and Facebook’s algorithms were primarily structured around your following graph, i.e. the people and Pages that you’d chosen to follow. Anything outside of this was not eligible to be shown to you in the main feed. But now, that main feed is largely populated by content from profiles you don’t follow, but that IG’s algorithms think you might like.” - Andrew Hutchinson, Social Media Today
“Essentially, people are becoming more reliant on Meta’s systems to show them what they want… That’s also why Mosseri is now saying that “Views,” along with ‘Sends per Reach,’ are now the most important metrics to focus on for IG creators.”
- Andrew Hutchinson, Social Media Today
Creators need to shift their mindset from getting hung up on followers and likes to focusing on the amount of people who are viewing their content.
more from Nick Cicero on LinkedIn x more from Social Media Today here x h/t
💎cultural gems💎
The cultural moments and news that caught our attention this week:
NBC SENT 27 CREATORS TO PARIS. IT ONLY NEEDED SNOOP AND OLYMPICS ATHLETES, wired
“In an attempt to lure in younger viewers, NBCUniversal sent dozens of social media influencers to the 2024 Paris Olympics. But the athletes and entertainers were the ones who went viral.”
We broke down the 3 athletes we tracked going into the games here
WHY IS EVERYONE ON TIKTOK SUDDENLY OBSESSED WITH DEMURE? A VERY MINDFUL EXPLAINER OF THE TREND, nbc news
If you’re not coming to work demure, cutesy and mindful, what are you even doing?
BRANDS LOVE INFLUENCERS (UNTIL POLITICS GET INVOLVED), ny times
“With the presidential election looming, some marketing agencies have started to pitch advertisers on new tools that grade the so-called brand safety of social media personalities. Some of the tools even use artificial intelligence to predict the likelihood that a particular influencer will discuss politics in the future.”
THE SCREEN TIME YOU SHOULDN’T FEEL BAD ABOUT, wsj
“The time you spent on your calculator at dinner struggling to split a check? It counts. That time you spent two hours watching TikTok videos before bed? It counts. Even the time you spent eyeballing the Screen Time app in Settings counts. If your screen is awake, the counter’s a-ticking. If your screen is off, the counter stops.”
tips
Welcome to the world of batching content. A world where you’re not stressed about the day-to-day content and you have more bandwidth to focus pivot to trending cultural moments as they come up. It may sound like a fantasy now, but you can get there.
How to start batch creating content:
Know your content pillars: The 3-5 themes that collectively make up what your brand stands for
Look at your analytics: Determine what content both resonates and flops with your audience
Brainstorm fresh content ideas: Using your content pillars and your analytics, start outlining your content
Decide on your visuals: Once you have the topics outlined, start shooting and / or sourcing the visuals
Write your captions: Now that you have your content, focus on writing the supporting captions
more on how to batch social media content from Later.com here
inspo
embrace the ebb and flow
