On Instagram, “OTS” represents Opportunity to See. It is a metric indicating the number of times a user’s content (a post, story, or advertisement) has been displayed, regardless of whether the user actually interacted with it. For example, if a post appears in a user’s feed, it counts as one Opportunity to See.
This metric provides a fundamental understanding of content visibility on the platform. Analyzing the frequency with which content is displayed helps creators and marketers gauge the potential reach of their messaging and assess the effectiveness of their distribution strategies. Historically, understanding these impressions has been crucial for optimizing content placement and campaign performance within social media marketing.