Instagram API Updates for Insights, Content Management, and Collaboration

This December, we’re introducing several new API features and improvements designed to empower developers and partners to better manage content, facilitate collaboration, and measure performance on Instagram. These updates are available for developers utilizing the Instagram API and the Marketing API.

New Insights Metrics:

We’ve launched five new metrics to the Insights endpoint, alongside an update to the existing views metric.

• Reels Skip Rate: The percentage of views where viewers skip a Reel within the first 3 seconds, which can indicate how engaging the beginning of a Reel is.
• Repost Counts for Media: Track how often your individual media is reposted, providing insight into the reach of specific content.
• Repost Counts at Account Level: Track how often your media is reposted at the overall account level for a more comprehensive view.
• Instagram Profile Visits (Marketing API): Track the number of times users visit an advertiser's Instagram profile after interacting with an ad. This metric aligns with Ads Manager reporting and helps measure the impact of advertising efforts on Instagram.
• Updated Views for Crossposted Reels: We've added additional “views” metric for Reels in the Instagram Insights Graph API. For Reels crossposted to Facebook, the “crossposted_views” metric reflects the total number of reels views across both Instagram and Facebook. The “facebook_views” metric reflects the number of views seen from users on Facebook.

Developer documentation available here.

Instagram Content Publishing API updates:

We are expanding content management and publishing flexibility, including support for Trial Reels and the ability to delete media:

• IG Media Deleting API: A new API endpoint that enables users to delete Instagram media, including posts, stories, and reels from their Instagram accounts linked to their Facebook Page. This feature is available through the Instagram API with Facebook Login.
• Support for Trial Reels: We are enhancing the Instagram media Content Publishing API to support the creation of Trial Reels, with configuration options available for both Facebook and Instagram Login integrations.

Developer documentation available here.

Instagram Collaboration API updates:

To help manage partnerships and enable more co-creatation of content, we are launching two new API endpoints:

• Fetch Collabs API: This new endpoint enables businesses to query the list of collaboration invites for posts, Reels, Stories, received from other Instagram users and creators.
• Accept Collabs API: This endpoint allows businesses to accept or decline a collaboration invite for posts, Reels, Stories, directly through the API. Accepting an invite will result in the tagged media appearing in the user’s feed.

Developer documentation available here.