Instagram API Updates for Partnerships, Metrics, Collaboration, and Engagement

This April, we're introducing several new API features and improvements to help developers and partners streamline branded content workflows, better measure content performance, access collaborative media, and manage engagement on Instagram. These updates are available through the Instagram API with Facebook Login.

Partnership Ads Label on Content Publishing API

We're adding support for the partnership ads label on the Content Publishing API, enabling third-party platforms to publish organic posts with the “Paid partnership” disclosure label directly at publish time. Previously, creators using third-party scheduling tools had to manually add the partnership label through the Instagram app after publishing.

• Partnership Label with Brand Tagging: Tag one or more brand partners when publishing content. The post will display the “Paid partnership with [Brand]” label, giving full transparency into the creator-brand relationship. Creators can use the existing Business Discovery API to look up the brand ID by username.

• Partnership Label Without a Brand: Enable the “Paid partnership” disclosure label without naming a specific brand. This gives creators flexibility to disclose paid partnerships even when a brand tag is not needed.

Both options support all media types, including photos, Reels, carousels, and Stories.

Developer documentation available here.

New Engagement and Insights Metrics

We're adding new metrics across the Instagram Graph API to give developers a more complete and accurate picture of content performance. These metrics are available through two endpoints: the Media endpoint for quick access to engagement counts, and the Insights endpoint for richer analytics data designed for performance reporting.

New Engagement Metrics via Media endpoint:

• Reposts Count: The number of times a post or Reel has been reposted by other users, providing insight into how widely your content is being shared organically.

• Saved Count: The number of times a post or Reel has been saved. This field is accessible by the media owner or an accepted collaborator.

• Shares Count: The number of times a post or Reel has been shared, helping you understand how your content spreads through direct sharing.

Aggregated Metrics Across Placements:

We're also launching aggregated metrics for views, likes, and comments that combine data across all placements where your content appears, including Instagram, crossposted Facebook, and boosted media. These aggregated metrics match the totals shown in the Instagram app and are accessible through both the Media endpoint and the Insights endpoint:

• Total Views: The total number of times your video content was viewed. Available on the Media endpoint for video content, and on the Insights endpoint for Feed posts, Reels, and Stories.

• Total Likes: The total number of likes your content received. Available on both the Media endpoint and the Insights endpoint for Feed posts and Reels.

• Total Comments: The total number of comments your content received. Available on both the Media endpoint and the Insights endpoint for Feed posts and Reels.

Facebook Views and Business Discovery Updates:

• Expanded Facebook Views: The facebook_views metric on the Insights endpoint has been expanded from Reels only to now support Feed posts and Stories. For Reels, coverage has also increased to include both crossposted plays and content recommended from Instagram to Facebook.

• Business Discovery View Count Update: The view_count field on the Business Discovery API now returns combined Instagram and Facebook view counts for video content crossposted to Facebook.

Developer documentation available here and here.

Collaborative Media Endpoint

We're launching new endpoints that allow developers to access media where a user is an accepted collaborator on Instagram. This enables businesses and creators to track and measure the performance of collaborative content directly through the API.

• Collaborative Media List: Retrieve a list of all media where the user has been added and accepted as a collaborator. This includes posts, Reels, and other media created by other users.

• Collaborative Media Search: Look up a specific collaborative media by ID and retrieve its details directly

All media fields are available on collaborative media, including the new engagement fields such as total likes, total comments, reposts, saves, shares, and total views.

Developer documentation available here.

Like Media and Comments API

We’re enabling the ability to like and unlike Instagram Feed posts and Reels and comments on behalf of their app users through the API. This enables third-party platforms to manage engagement workflows directly, such as liking comments received on posts or engaging with collaborative content.

• Like Media: Like or unlike Feed posts and Reels

• Like Comments: Like or unlike comments and replies on media

This feature requires the new instagram_manage_engagement permission. Stories and content from private accounts are not currently supported.

Developer documentation available here.