Observed Signal · Aug 27, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Meta Adds Instagram Follows Metric to Ads
Meta has introduced a new Ads reporting metric called Instagram Follows, allowing advertisers to see how many followers their Instagram ads actually generate. Previously, Ads reports showed profile visits but not whether that activity converted into follows. The metric is available at campaign, ad set, and ad levels and is intended to provide a precise signal of genuine interest and brand loyalty. It positions follower growth as a meaningful KPI for awareness and engagement campaigns, complementing existing data such as profile views. The rollout is gradual; Bram Van der Hallen announced the update on LinkedIn, with initial accounts seeing it since July 7, 2025 and broader availability expected in coming weeks. Although campaigns cannot yet be optimized directly for follower gains, the metric helps marketers assess which creatives and audiences drive sustainable community growth. Adam Mosseri’s comments on posting frequency are also referenced in the piece.
Technical Release from Major Platform (Meta) introducing a new ads measurement metric
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Key Takeaways & Evidence Grounding
- Meta adds a new Ads reporting metric called Instagram Follows to measure follower gains from ads.
- Instagram Follows shows how many new followers are generated directly by a campaign, and can be viewed at campaign, ad set, and ad levels.
- The rollout began in some accounts on July 7, 2025 and is being deployed gradually with no official public announcement yet.
- Bram Van der Hallen announced the feature on LinkedIn.
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