Meta has introduced a major update to its Instagram Marketing API. It allows brands and third-party social management platforms to access a broader set of metrics and more versatile content tools. The changes, announced in early December 2025, represent a shift in how Meta measures and manages content on Instagram.
Meta Instagram Marketing API roll out
Many of the improvements focus on Reels. This comes shortly after the platform shared new guidance on using Reels effectively for brand marketing.
One of the main updates is the addition of four new metrics in the Insights endpoint. These include the Reels Skip Rate, which tracks the percentage of viewers who skip a Reel within the first three seconds. This serves as an indicator of how engaging the start of a video is.
There are also two new Repost Count metrics, one for each media item and one at the account level. These metrics let marketers see how often content is reshared.
Reels cross posting approach changed
Along with new metrics, Meta has changed its approach to Reels cross-posting. For Reels shared on both Instagram and Facebook, the API now provides data on both crossposted_views, which show total views across both platforms, and facebook_views, which show views from Facebook alone. This gives a clearer understanding of cross-platform reach. The update also includes overall improvements to the publishing aspect with “Trial Reels.”
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