Views are the most visible metric on the internet. You can see, in more or less real time, how many views something got on YouTube, Instagram, TikTok, Facebook, and most other video platforms. X tracks views for every single thing you post, as does Threads. A view is the universal currency of success — more views, more fun.

But it’s all nonsense. Views are nothing. Views are lies.

You may not need me to remind you of this We’ve known for years that view counts are meaningless, to the point that Facebook wound up getting sued for aggressively inflating view counts in an effort to convince people to make Facebook videos. Others have written thoughtfully about how stupid view counts are. But we still talk about view counts, view counts are still everywhere, so let’s talk once again about view counts.

A “view,” in reality, is not a universal metric. It’s not really anything. It is whatever a platform wants it to be, which usually has no actual correlation to whether someone actually encountered and experienced a piece of content. You can just make the views whatever you want! And if you don’t like the way the numbers look, make views something else!

Let’s just ru …

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