‘Time Spent’ on Instagram Still Important: EMARKETER’s Smiley
Summary
Meta shifts its focus away from user time spent on Instagram, yet Minda Smiley from EMARKETER emphasizes the importance of this metric for social networks' profitability. Changes due to litigation could significantly affect financial outcomes, she warns.
Key Insights
What does 'time spent' mean as a metric for Instagram?
'Time spent' refers to the total duration users engage with Instagram content, a key engagement metric historically prioritized by Meta to measure user retention and platform stickiness, which directly correlates with advertising revenue potential.
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Why is 'time spent' still important despite Meta's shift away from it?
Minda Smiley from EMARKETER emphasizes that 'time spent' remains crucial for social networks' profitability as it drives ad revenue; changes prompted by litigation could significantly impact financial outcomes by altering how engagement and monetization are measured.