How are Instagram metrics changing?

The way people are using Instagram is changing. Previously, the most important metrics of engagement were likes and comments on posts and stories. However, people engage with reels differently – they’re more likely to send a reel to their friends or to save it, rather than liking or commenting on it.

Adam Mosseri, the Head of Instagram has explained that whilst photos will always have a place on the app as these are their heritage, users are leaning more and more towards video and Instagram is having to lean into that shift.