Key Insights for Nonprofits
Everyone’s talking about the new and shiny. TikTok’s explosive growth. Threads entering the race. And I guess there’s Blue Sky too… But here’s the thing: while the buzz shifts, Meta (owners of Facebook and Instagram) is still the elephant in the room—and they’re not going anywhere. Understanding how they measure success — their metrics — is key!
With nearly 3 billion active users, Facebook isn’t just another platform; it’s the platform. For nonprofits, it’s where your donors are scrolling, your advocates are sharing, and your mission stories are waiting to be heard. Ignoring it isn’t just a missed opportunity—it’s leaving impact on the table.
Now, Meta is making a change to how it reports metrics, simplifying the system and redefining how we measure success. These changes could be a game-changer for nonprofits who know how to adapt. And even if you’re on your game, it is important to understand that your metrics reports are going to be changing in the next few weeks.
What’s Changing
1. “Views” Take Center Stage: All content metrics—videos, posts, everything—now revolve around views. A View is counted when someone looks at your content on their feed. Plays and Impressions are out, Views are in.
2. Video Metrics Are Changing – Kinda: Minutes Viewed and Average Minutes Viewed will replace Watch Time and Average Watch Time. These are mostly a 1:1 change, but technically the new metric will be slightly less granular and may lead to inflated numbers, especially if you post more short content. For those who do want to dig deeper, we’ll still have access to Reach, 3-second views, 1-minute views, Reactions, Comments and Shares.
3. Consistency Across Platforms: The new Views metric will bring Instagram and Facebook into alignment, making it easier to track and compare performance across both platforms.
That’s it. It’s simpler, faster to interpret, and focused on what works—if you know how to make the most of it.
What This Means for Nonprofits
Honestly, this isn’t a huge change but it’s worth noting and it might be an excuse to revisit your content strategy on Facebook and Instagram. It definitely should prompt you to revisit your KPIs. Less data doesn’t mean less impact—it means focus. Meta’s changes are a reminder to stop chasing vanity metrics and start creating work that truly connects.
Here’s how nonprofits can adapt and thrive:
1. Simplify Your Strategy: Views is the new gold standard. Use it as a guide to create engaging, high-quality videos that capture attention quickly. Think short, sharp, and story-driven.
2. Shift Your KPIs: Forget outdated benchmarks like minutes watched. Focus on Views and what they represent: content that stops the scroll and sparks interest.
3. Test and Iterate: With simplified data, it’s easier to experiment. Try different formats, lengths, and messages. Use Views to identify what works, then do more of that. The more detailed metrics are still there and they’re worth keeping an eye on as well.
4. Tell Better Stories: At its core, Facebook and Instagram are still about connection. Your cause, your impact, your people—these are your stories. Make your audience feel something, and the views will follow.
This isn’t just a metrics update. It’s a wake-up call to focus on what Meta is really for: reaching people where they are and inspiring them to act. Metrics are more than numbers—they’re a mirror, showing you what resonates. Pay attention, adapt, and let what you learn shape the stories you tell next.
Further Reading (and Watching)
- Meta’s announcement (Nov. 14, ’24): Introducing Views to simplify content distribution metrics
- Instagram’s announcement (Nov. 7, ’24) via Reel of course: Adam Mosseri on the new changes
