Does this update include historical views data?
Yes, total view counts for Reels videos are visible regardless of when they were published (including videos before July 2025), but the data is still flowing in and will take some time to fully populate. Please note that historical trends data prior to July 9, 2025, may represent an estimation using Tubular's proprietary algorithms. We’ll continue to share updates as they become available.
Why is data missing? / Why does my data look inaccurate?
We’re in the process of bringing Instagram Reels views back into the platform, and while data is starting to populate, it’s not yet available everywhere. As the data continues to flow in, it may take some time for everything to fully normalize. We're adding years' worth of data, over 27.5 billion data points, which is an exciting step forward — but with that scale, it will take time for the data to fully populate across all areas of the platform. Here are a few important things to keep in mind:
- Accurate from July 2025 onward: All available Instagram Reels data from July 2025 moving forward will be accurate.
- Total Views: We are working to provide total view counts for historical videos, which will take time to populate in the platform.
- TVRs (Tubular Video Ratings): TVRs for Instagram will be calculated starting from July 2025 but will not be retroactively applied to earlier content.
- Temporary Inaccuracies in Trends Data: Data will be accurate from July 2025 going forward, but until the data fully normalizes, trends data may appear inaccurate in some areas:
- Dashboards
- Viewpoint
- Trending (Video Intelligence)
- Creator Profiles > Performance
- ER (engagement rate) metrics: Instagram baseline engagement data (ER30) is being calibrated from July 2025 onward, and may appear incomplete until fully processed in the coming months.
Does this update include Facebook Reels data?
This update does not include Facebook Reels. We’re still exploring ways to bring Facebook Reels data into the platform and will provide more information when it is available.
Why am I seeing a spike in my Trends data?
As new Instagram Reels views data begins to populate—starting from July 2025—you may notice sudden increases or irregularities as the system catches up and fills in missing information.
Are thumbnails available?
Yes, thumbnails have started to flow into the platform as of July 2025, with additional data continuing to populate over time.
Is video duration available?
We're not currently able to collect duration data for Instagram videos as it is not made publicly available by Meta.