3 Billion Reasons Marketers Need Instagram Reels View Data Back
Instagram has officially joined the 3-billion-user club, Meta CEO Mark Zuckerberg announced Wednesday, putting it shoulder to shoulder with Facebook and WhatsApp. For communicators, the real story isn’t just scale. It’s visibility. And Tubular Labs just answered the call.
With the return of Instagram Reels view counts to Tubular Labs, brands and agencies now regain access to trusted, platform-verified performance data. This move could not be more timely. For marketing leaders, it solves a visibility gap that has long hobbled Reels as a trackable format. The restoration follows a Meta API update and marks a major milestone for marketers looking to benchmark content, track viral trends, and plan cross-platform video strategy with confidence.
Tubular Labs, a global leader in social video intelligence and an official Meta Measurement Partner, is bringing back this highly requested feature for its customers. And it’s a strategic unlock.
“Instagram Reels continues to be one of the fastest-growing social video formats, with more than 1.6 billion videos uploaded since late 2020,” as noted in Adweek. “That’s nearly a million new videos per day.”
In the wake of Meta’s April decision to stop reporting monthly and daily user metrics for individual apps, third-party performance tools like Tubular have become essential. For PR and marketing executives, that means relying more on independent, verified sources to measure campaign reach and brand resonance, especially in video-heavy formats where virality and speed determine success.
Jill Nicholson, CMO of Chartbeat, Tubular’s parent company, emphasized the impact: “We’re thrilled about the return of Instagram Reels to Tubular as it has consistently been one of our most requested features from customers. Now, Tubular customers can see the full picture on Instagram to identify opportunities faster, optimize strategies with precision, and analyze cross-platform metrics.”
One brand already putting it to use is Benefit Cosmetics. “In beauty, trends move quickly and Tubular helps us benchmark content, track what’s trending, and stay ahead,” said Fabienne Vossen from the brand’s digital team. “The return of Instagram Reels views on Tubular provides our team with trusted, platform-verified data and consistent metrics across social platforms, empowering us to make smarter, faster decisions on our video strategy.”
When platforms stop reporting granular data, the role of third-party verification tools becomes more important than ever. Instagram’s 3-billion-user milestone may be impressive, but real power lies in measurable engagement. And that means access to the data that reveals what’s working, what’s trending, and how to adapt in real time.
Instagram Reels is a measurable strategic lever. In an environment where short-form video drives brand identity, campaigns, and commerce, communicators who can measure across channels with precision are the ones who will lead.
