Streets Ahead: Google Chat, and Instagram Reels
In this week’s Streets Ahead update, SOCi discusses Google enabling direct business chat in Maps & Search and Instagram unveiling retention insights for Reels
Google Brings Chat to Maps
The News Google has rolled out its Chat feature within Google Maps, giving users a direct way to message businesses via text or WhatsApp. Customers can now ask questions, schedule services, or request assistance without leaving the app. For businesses, adding chat links to their Google Business Profile creates a more seamless and accessible communication channel.
Why This Matters This update gives local businesses a direct line to customers right at the point of search. By embedding messaging into Maps, Google streamlines the customer journey—making it easier to capture leads, secure bookings, and deliver instant support. For businesses, the payoff could be higher satisfaction, faster conversions, and stronger relationships built at the moment of intent.
Instagram Updates Reels Analytics
The News Instagram recently introduced new performance metrics for Reels creators. The standout feature is the Retention chart, which tracks the percentage of viewers who watch a Reel at each moment. A flatter line signals stronger engagement, helping creators identify which parts hold attention and which cause drop-offs.
In addition, Instagram is replacing the View Rate metric with Skip Rate, measuring the percentage of viewers who swipe away within the first three seconds. A high Skip Rate highlights openings that fail to capture interest.
Together, these updates give creators clearer, more actionable insights into audience behavior, enhancing the platform’s suite of analytics tools rolled out throughout the month.
Why This Matters In an era of fierce attention competition, creators need to understand not just how many watch their Reels, but when and why viewers drop off. Retention and Skip Rate provide clear insights into pacing, storytelling, and first impressions, helping creators refine content, increase engagement, and boost visibility in Instagram’s algorithm-driven feed.”
For more about the future of search, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s Playa Vista (Los Angeles) HQ.
