Reels Just Got Smarter: Instagram's Latest Creator Tools

With TikTok struggling to regain its footing in the U.S., Instagram isn't wasting any time. On Wednesday, the platform rolled out new analytics tools aimed at helping creators understand exactly how their Reels are performing—and, more importantly, how to keep their audiences engaged.


The update introduces two key metrics. The first, "View Rate," tracks how many people—followers and non-followers alike—stick around after the first three seconds of a reel. Since those opening seconds are crucial, this insight helps creators fine-tune their content strategy. The second, "Views Over Time," compares a reel's performance against an account's usual numbers, offering a clearer picture of what's working.

Beyond numbers, Instagram is also offering more direct guidance. If a reel is outperforming the creator's average, Instagram will send a notification like, "This reel is doing great! It got 20% more views than usual. Make more like this." Essentially, Instagram is serving as a built-in content coach, helping creators refine their approach in real time.

This push comes as Meta aggressively courts TikTok creators. In addition to rolling out better analytics, the company has been offering hefty bonuses to TikTok creators who bring their content to Reels. Instagram is also throwing in content deals and community growth support to sweeten the deal.

Meanwhile, TikTok remains in limbo. Though the app is still accessible in the U.S., it has been absent from app stores for over a week, blocking new users from downloading it. Instagram is clearly taking advantage of the situation, positioning itself as the go-to platform for short-form video creators who might be looking for a new home. Whether this strategy will pay off in the long run is yet to be seen, but for now, Instagram is making it clear: it's all in on Reels.