"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.
"I haven't even gotten a chance to even think about the views metric," the social media manager said. "It sounds more of an all encompassing version of reach... which is obviously one of our KPIs on platforms like Instagram, [which] has never been a major traffic driver for us."
"Rebranding them 'views' doesn't really change the strategy, but I do think we have had to have serious conversations about looking at our view count - our reach, our impressions - and gaining insights on what does well... We really had to unbuckle ourselves from having traffic be the primary KPI."
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