Facebook recently announced that “views” would be the main metric used to measure how all content is performing on the platform, combining metrics like “plays” and “impressions.” Five publishing execs told Digiday this new primary metric is just another way of measuring impressions, and the change has no impact on their Facebook strategy.
Facebook’s decision — which follows in the footsteps of sister site Instagram’s move to make views its main measurement in August — is another example of Meta’s focus on engagement on the platform (rather than sending users off to other sites).
“The signs that [social media platforms] have given to publishers over the last year is: our priority in determining what is a good piece of content is how many people see it on the platform,” said Wes Bonner, svp of marketing and audience development and head of social at BDG.
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