Instagram has introduced new metrics for Reels creators, offering deeper insight into how audiences engage with their content. The platform is rolling out a retention chart and a new skip rate metric, replacing the previous view rate measurement, to help creators refine their content strategies.
New retention chart to analyse audience engagement
Instagram’s latest addition is a retention chart for individual Reels. This feature tracks audience engagement over time, highlighting where viewers drop off during playback.
“With Retention, you’ll always see a downward slope, but the flatter the line, the more engaged your audience is. Retention shows you the moments in your Reel that keep or lose your viewers’ interest, so you can learn from each Reel you share,” the company explained.
The chart aims to give creators a clearer picture of which parts of their videos capture attention and which sections cause viewers to lose interest. Identifying these patterns could help creators maintain viewer engagement throughout their videos and avoid content elements that may be causing drop-offs.
Skip rate replaces the view rate
Alongside the retention chart, Instagram is introducing a skip rate metric to replace view rate in its Insights tool. Previously, the view rate measured the percentage of viewers who watched past the first three seconds of a Reel. Skip rate, however, measures the percentage of viewers who choose to skip the video within that same initial timeframe.
“With the addition of Retention, we’re also replacing the view rate metric with skip rate in the coming weeks. While view rate shows what percentage watched past the first 3 seconds of your Reel, skip rate is the percentage of views from people who decided to skip your Reel during those first 3 seconds,” Instagram stated.
A high skip rate suggests that viewers are not immediately engaged by the opening moments of a video, signalling to creators that they may need to make their introductions more compelling to encourage viewers to watch further.
Helping creators optimise content
These updates follow Instagram’s recent push to provide creators with more detailed analytics. Earlier in the month, the company rolled out additional performance metrics designed to help Reels creators better understand audience behaviour.
The new tools are designed to help creators make informed, data-driven decisions about their content, thereby increasing their chances of attracting and retaining viewers. By understanding where engagement drops and what content encourages viewers to keep watching, creators can refine their approach and improve their overall performance on the platform.
As competition for attention continues to rise across social media platforms, Instagram’s updated analytics could give creators a valuable edge in producing engaging, high-performing Reels.
