👀 What’s in a View? 👀
It feels like Groundhog Day all over again – Instagram is getting rid of the impressions metric, the plays metric, and replacing them with the “view” for all content types—Reels, photos, carousels, Stories, and more.
But this isn’t the 3-second view from a few years ago. Instead, Instagram joins the trend of consolidating metrics around the 1-second view (basically an impression).
First it was Snapchat, then TikTok followed with the 1-second view count. Instagram rolled out Plays with the launch of Reels, also at 1 second. Then Twitter changed their platform so every piece of content had a view count.
When IG introduced Reels everywhere all videos became classified as Reels, then carousels expanded to include photos and videos together – now engagement could now be measured not just by views but by interactions with multiple pieces of mixed content within a single post.
Social Video 1.0 gave us conflicting metrics across platforms, creating complexity. A unified one-second view simplifies analytics and provides a clear, consistent measure across platforms—though there is a double-edged sword of simplification
Simplicity and Comparability: The 1-second view metric provides a straightforward way to measure and compare content performance, making it easier for creators and marketers to optimize strategies across Instagram, TikTok, and X.
Superficial Engagement: A 1-second view might capture initial interest but doesn’t reflect deeper engagement.
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With over 50% of Instagram feed content now being recommended by AI, understanding engagement metrics becomes even more critical. The shift from a social graph, where content from friends and family dominated, to an interest graph, where AI curates content based on user preferences, means it’s critical to understand what other types of content and themes are performing well across lots of different accounts, not just how your own content performs in a bubble. Almost like a formula to success in this new space:
{Success} = {Contextual Relevance} + {Depth of Engagement}
1. Contextual Relevance (Public Benchmarking Analytics Tools)
Understanding What’s Trending: What’s being served by the algorithm? What’s driving high view counts this week? How do we adapt to changing themes, interests + content styles to understand what’s driving attention.
Benchmarking Performance: Regularly compare your content’s performance against industry benchmarks to stay competitive and relevant.
Responsive Content Creation: Use real-time data to adjust your content strategy on the fly.
2. Depth of Engagement (Owned Analytics Tools) – Beyond the 1-Second View deeper metrics like watch time, shares, and comments are crucial for understanding true engagement.
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I’ve created a simple chart outlining what defines a view in 2024 but looking forward to hearing all the reactions from the industry to this change.
UPDATE:
Thanks to Casandra Lopez at Google for clarifying how a view is counted on YouTube Shorts:
For hashtag Shorts we have different scenarios; a view is counted when:
⚡ For videos less than 10 seconds: Viewers watch the full video or click on the call-to-action button.
⚡ For videos over 10 seconds: Viewers watch over 10 seconds or click on the call-to-action button.
⚡ A viewer clicks on the call-to-action button of a video ad.
The Death of Retention Editing?
You probably have never heard the term “retention editing” but you’ve definitely seen it. 📹 This social video editing approach, characterized by rapid cuts, flashy, interruptive graphics, arresting sound fx, high-energy transitions, and a relentless pace, aims to maximize viewer engagement and combat the ever-shortening attention spans.
The last 4 years on YouTube have been “The Retention Era” but that’s about to come to an end (sort of). Mr. Beast (Jimmy Donaldson) recently called for a slowdown in the rapid pace of video editing commonly seen on YouTube. He argues that the fast-paced editing style may not be sustainable or necessary for engaging viewers. Instead, he suggests that creators focus on storytelling and content quality to retain audience interest.
Just as art movements have risen and fallen in response to societal changes, technological advancements, and evolving aesthe
tic values, so too does the art of video production on platforms like YouTube.
Maybe we will look back and consider “retention editing” like the “impressionist period” for YouTube.
I loved my conversation with Taylor Lorenz for the The Washington Post – exploring the parallels between art movements and YouTube editing trends. This analogy extends beyond mere editing styles. It’s about understanding our work in the broader context of art history, recognizing that we’re part of a continuous flow of creative evolution.
It was also picked up by MIT Technology Review as their Quote of the Day.
There’s much to be said about the election, but as I prepare my class for students tonight I couldn’t help but make the observation that the battle for voter attention was won with long-form content. In a world where everyone’s told to “keep it short,” the winning formula proved to be the opposite.
1. The Role of Long-Form Content in Shaping Perception
Donald Trump appeared on platforms like The Joe Rogan Experience, This Week with Theo Von, Logan Paul’s Impaulsive, Full Send Podcast, Lex Friedman, The All-In Podcast, and more. These shows dominate not only in audio but in video views on platforms like YouTube, making them a unique crossover between podcasting + streaming. Kamala Harris made fewer (though still calculated) appearances on shows like Club Shay Shay, The Breakfast Club, and Call Her Daddy.
If you want to build impact, go deep — these podcasts offered an unfiltered, conversational format where audiences could see beyond sound bites. This depth resonated with voters, building trust and familiarity in a way short-form content couldn’t match.
YouTube has become the leading streaming platform in the U.S., capturing 10.4% of total TV viewership in July according to Nielsen. It’s also a key hub for long-form, with 31% of U.S. weekly podcast listeners in April 2024 choosing YouTube over Spotify and Apple.
2. Why Long-Form Content Builds Trust + Connection
Depth Allows for Real Connection: In a 2-hour podcast, a candidate can go beyond the usual talking points. This isn’t a polished TV interview—it’s a conversation. Audiences get to know the person behind the campaign, and that creates a stronger emotional bond.
Trust Builds Over Time: Authenticity shines in long-form. Listeners sense when they’re getting the real person, not just rehearsed responses. This authenticity builds trust, a currency more valuable than ever.
Endless Repurposing Potential: A single long-form podcast can generate dozens of shorter clips for social platforms. Each clip brings viewers back to the full conversation, fostering continuous engagement.
3. Takeaways:
Invest in Long-Form “Hero” Content: Don’t shy away from creating deep, valuable content. Long-form podcasts, interviews, or detailed case studies show audiences who you are and what you stand for, building trust.
Repurpose for Maximum Reach: Just like a campaign, you can stretch the impact of one long-form piece across multiple platforms by creating shorter clips. These “micro-moments” are another way to reinforce your brand’s message.
Focus on Relationship-Building, Not Just Impressions: Long-form content goes beyond views; it builds loyalty. When people see the full story, they’re not just scrolling past—they’re engaging with you on a deeper level.
Bottom Line — If you want to make an impact, don’t just chase views. The 2024 election taught us audiences are willing to invest time with content.
Long-form might just be the shortest path to building trust, loyalty, and lasting connections.