Platform metrics
Reels
Instagram’s short-video format and its primary discovery surface — the only format that routinely reaches large non-follower audiences.
How INFLU measures it
Scored separately from static formats; most viral-score outliers in the tracked index are Reels.
Live example — Streetwear
#1 @southkidsbrand
SOUTH KIDS
score 72.7 · Growing
Current Streetwear rankings → Streetwear leaderboard
Related terms
Plays
Video start count — Instagram’s headline Reels metric. A play is a start, not a finish, so it overstates real viewing.
Watch time
Cumulative seconds viewers spent on a video — the ranking input Instagram’s recommendation system optimises hardest for.
Explore page
Instagram’s recommendation surface — where the algorithm redistributes content to non-followers based on predicted interest.