The goal continues to target creators in the days following TikTok’s ban in the United States. In addition to paying TikTok creators large bonuses for posting videos, Instagram announced on Wednesday that it is introducing new ways for creators to help them better understand how their short videos are performing. The platform is introducing additional metrics that allow creators to see which content resonates better with their audience.
The social network is launching a new metric called “Viewability,” which allows creators to see what percentage of their followers and non-followers continue to watch their video after the first three seconds. Instagram notes that the first few seconds of a video are the most important, because if you grab the viewer’s attention right away, they will continue to watch the video.
Instagram is also adding a metric called Views Over Time, which shows creators how many views their video has received compared to the average number of views they usually get in the same time period. Authors can break down these views into followers and non-followers.
In addition, Instagram will start giving creators more actionable tips to understand whether their videos are performing better or worse than usual. The company believes that this will allow creators to see what types of content get the most views.
For example, Instagram may encourage you to create more videos similar to the one that received significantly more views than your typical content. The message might look like this: “This video is a success! It got 20% more views than the average of your last videos. Create more videos like this.”
In addition to bonuses, Instagram is trying to lure TikTok creators to its platform by promising them content deals and support to grow their communities. While TikTok is up and running in the US after a 12-hour outage last week, the ByteDance-owned video app network is still missing from app stores, giving competitors like Instagram the opportunity to capitalize on its problems.
