Instagram is doubling down on its efforts to attract TikTok creators, announcing new metrics and bonuses to help them better understand their short video performance and grow their audiences. The move comes as TikTok faces uncertainty in the US market, following a recent ban and subsequent app store removal.

In a bid to provide creators with more insights into their content's performance, Instagram is introducing two new metrics: "View Rate" and "Views Over Time". The "View Rate" metric allows creators to see what percentage of their followers and non-followers continue to watch their video after the first three seconds, which Instagram notes is a critical period in capturing viewers' attention. The "Views Over Time" metric, on the other hand, provides a comparison of a reel's views to the creator's average views over the same time period, with the option to break down views between followers and non-followers.

Additionally, Instagram will begin offering creators actionable tips to improve their content's performance. These tips will be based on the platform's analysis of which types of content resonate best with their audience. For instance, if a reel performs significantly better than usual, Instagram may suggest creating more content similar to that reel. This move is designed to help creators refine their content strategy and grow their following.

These new features are part of Instagram's broader strategy to lure TikTok creators to its platform. The company has been offering bonuses to TikTok creators who publish reels, as well as promising content deals and support to help them grow their communities. With TikTok still absent from app stores in the US, Instagram sees an opportunity to capitalize on its rival's woes and establish itself as a premier platform for short-form video creators.

The battle for creator attention is heating up, with Instagram and other social media platforms vying for dominance in the short-form video space. As the social media landscape continues to evolve, it remains to be seen how creators will respond to Instagram's overtures and whether TikTok can recover from its recent setbacks.

In the meantime, Instagram's new metrics and bonuses are likely to be welcomed by creators looking for more insights into their content's performance and ways to grow their audiences. As the platform continues to innovate and adapt to the changing social media landscape, it's clear that the fight for creator attention is far from over.