28 Aug Do Video Views Count as Engagements in Social Media?
Updated: August 2025
The landscape of social media engagement metrics has dramatically shifted in 2024-2025. While the industry previously counted video views as standard engagements, major platforms have moved away from this practice, fundamentally changing how brands should measure success.
What Are Video Engagement Metrics?
Video engagement metrics measure how users interact with video content on social media platforms. Traditional engagement includes likes, comments, shares, and saves, while video views represent the number of times a video has been watched.
Meta made changes in November, 2024, where Reel and video Plays are now referred to as Views, though the calculation method did not change. However, these views are no longer automatically counted as engagements in most platform calculations.
Do Video Views Count as Engagements in 2025?
The short answer: No, not anymore.
As of 2024-2025, most major social media platforms have removed video views from their standard engagement calculations. This represents a significant shift from previous years when views were universally counted as engagements.
Which Platforms Changed Their Video View Policies?
- Instagram/Meta: Removed video views from engagement calculations in November 2024
- TikTok: Now calculates engagement rate by taking total engagement (likes, comments, shares, and saves) and dividing it by the number of views, treating views as reach rather than engagement
- Facebook: Follows Meta’s updated approach, separating views from active engagements
Source: Hootsuite Help Center
How to Calculate Video Engagement Rate in 2025
The New Standard Formula
Video Engagement Rate = (Likes + Comments + Shares + Saves) ÷ Views × 100
This formula treats video views as reach (similar to impressions) rather than engagement, providing a more accurate picture of active user interaction.
Platform-Specific Calculations
TikTok: Engagement rate is calculated by taking the total engagement (likes, comments, shares, and saves) and dividing it by the number of views, then multiplying by 100 to get a percentage.
Instagram: Uses the same approach for Reels and video posts, focusing on active interactions rather than passive viewing.
Why Did Platforms Remove Video Views from Engagement?
Quality Over Quantity Focus
Platforms recognized that video views don’t necessarily indicate meaningful engagement. Factors like autoplay and instant view counting (especially on TikTok) were inflating engagement numbers without reflecting genuine audience interest.
Algorithm Changes Prioritize Active Interaction
In 2025, algorithms started favoring interactions over reach, making active engagements like comments and shares more valuable than passive video consumption.
Better Measurement Accuracy
The new approach provides clearer insights into content performance by distinguishing between:
- Reach metrics: Views and impressions
- Engagement metrics: Active interactions requiring user effort
Source: Sprout Social
Current Video Engagement Benchmarks for 2025
TikTok Performance Standards
TikTok closed 2024 with an average engagement rate by views of 3.85%, which remains strong compared to other platforms using the new calculation method.
Cross-Platform Comparison
Engagement on Instagram has dropped by 28% YoY, with a 2025 engagement rate of 0.50%. Engagement on TikTok remains consistent, with an engagement rate of 2.50%.
Source: Social Insider Benchmarks
Should Your Brand Track Video Views Separately?
Yes – Here’s Why
- Views indicate reach and awareness – Essential for understanding content distribution
- Completion rates matter more – Focus on video retention and watch time
- Views inform content strategy – Help identify what content gets discovered
Best Practices for Video Metrics in 2025
Track Both Metrics Separately:
- Views = Awareness/Reach indicator
- Active engagements = True engagement measure
Focus on Quality Metrics:
- Average watch time
- Video completion rates
- Comments-to-views ratio
- Share rate
How This Impacts Your Social Media Strategy
Recalibrate Your KPIs
Brands need to adjust expectations and KPIs based on the new calculation methods. Engagement rates will naturally be lower when views aren’t included, but the data will be more meaningful.
Content Strategy Adjustments
- Prioritize content that encourages active interaction
- Use strong calls-to-action in videos
- Create discussion-worthy content that generates comments
- Focus on shareability factors
Reporting Changes
When presenting social media performance:
- Clearly define how engagement is calculated
- Show both reach (views) and engagement metrics
- Compare data using consistent methodologies
- Provide context about the 2024-2025 platform changes
Tools for Tracking Video Engagement in 2025
Native Platform Analytics
Each platform’s native analytics tools have been updated to reflect the new engagement calculations:
- Instagram Insights
- TikTok Analytics (Business accounts)
- Facebook Creator Studio
Third-Party Analytics Tools
Popular social media management platforms have adapted their reporting:
- Hootsuite
- Sprout Social
- Buffer
- Later
Note: Ensure your chosen tools have updated their calculations to match platform changes.
Conclusion: Adapting to the New Video Engagement Landscape
The removal of video views from engagement calculations represents a maturation of social media metrics. While this change may initially show lower engagement rates, it provides more accurate insights into genuine audience interaction.
Key Takeaways for 2025:
- Video views are no longer counted as engagements on major platforms
- Focus on active interactions: likes, comments, shares, saves
- Track views separately as a reach/awareness metric
- Adjust benchmarks and KPIs to reflect new calculation methods
- Prioritize content quality and genuine engagement over view counts
For brands adapting to these changes, the focus should shift from maximizing views to creating content that genuinely resonates with audiences and encourages meaningful interaction.
