Instagram expands marketing API with new metrics and content management tools

Instagram has introduced a new round of API upgrades that enhance measurement depth, improve publishing flexibility, and streamline collaboration workflows for developers and marketers. The update adds fresh performance metrics, expanded content management features, and dedicated collaboration tools within its Marketing API and Instagram API.

A key addition is a set of new Insights metrics. The update includes Reels Skip Rate, which tracks the share of viewers who move past a reel within the first three seconds and indicates how effectively the opening moments capture attention. It also introduces repost counts at both the media and account level, giving a clearer view of how often content is reshared. Advertisers working with the Marketing API can now access Instagram profile visit data, aligning reporting with Ads Manager and strengthening visibility into post click behaviour.

Instagram has also refined its views measurement for crossposted reels. A new crossposted views metric combines total views across Instagram and Facebook, while a separate Facebook views figure isolates activity originating from Facebook users. This offers developers and analytics platforms more accurate reporting for reels distributed across both surfaces.

On the content management side, Instagram has added an IG Media Deleting API, allowing developers to delete posts, stories, and reels from accounts connected through Facebook Login. Support for Trial Reels has also been expanded, giving developers more flexibility when building publishing tools.

Collaboration features have been strengthened through two new API endpoints. One allows platforms to view collaboration invites across posts, reels, and stories, while the other enables acceptance or rejection of those invites directly via the API.

All accompanying documentation for these updates has been published on Meta’s developer site, giving partners immediate access to the new capabilities.