What’s behind it?
CPE has increased because Meta no longer favors video over static formats in the same way. Until recently, “engagement” included likes, comments, shares, saves… and also 3 second video views.
The algorithm naturally optimized for the cheapest form of engagement, which was those 3 second views. The result was low CPE dominated by video, even if campaigns weren’t actually driving meaningful interaction.
Why now?
1) Cleaning up inflated data (quality over quantity)
Engagement used to be somewhat inflated. Since 3 second views were automatically counted, campaign results included users who barely interacted.
- The issue: users could simply scroll past a video and still be counted as engaged.
- The shift: Meta wants advertisers to see real interest. By separating views from interactions, both the algorithm and advertisers are pushed to focus on users who actively engage.
2) Leveling the playing field across formats
Video had an unfair advantage. Static images or carousels had to earn “real” engagement like clicks or likes, while video could rely on passive views.
The goal: push advertisers to choose formats based on what communicates best, not what artificially lowers CPE. Creativity is back in play. A strong image is no longer penalized for not being video.
3) More pressure on Reels performance
Reels are critical for Meta. But to monetize them effectively, ads need to perform. Data shows the first 2 seconds are key for conversion. By removing the 3 second metric and introducing optimization around 2 second views, Meta is sending a clear signal: capture attention instantly.
The new reality
Meta’s recent changes mean that 3 second video views are no longer counted as engagement. This shift has had two major effects. Cost per engagement CPE has increased, sometimes by hundreds of percent, while the number of 3 second video views in campaigns has dropped significantly. In short, you can no longer rely on those cheap video views that used to bring your average CPE down.
What now? You have to choose
You can’t optimize for everything at once anymore. You need to decide whether you care more about view volume or active engagement.
Meta now allows optimization either for 2 second views or for meaningful interactions. Current data shows a clear pattern:
- Optimizing for 2 second views brings minimal interaction unless the content is highly viral
- Optimizing for interactions reduces short views but drives stronger engagement
What to take away
The era of “everything counts as engagement” is over. Your strategy needs to be more precise. It’s no longer enough to just get something happening on a post. You need to know whether you’re building awareness or nurturing a community. Metrics are changing, but the goal stays the same. Get your product in front of people in a way that drives action and builds a relationship. In a world of more expensive engagement, influencer marketing becomes an efficient way to drive organic interest, boost credibility, and generate higher quality data.
Let’s talk about how to bring creators into your mix in a way that doesn’t just stabilize your engagement, but actually drives meaningful results.
