In a recent Instagram Reel, Instagram’s head, Adam Mosseri, shared crucial insight about the platform’s content ranking system. He revealed that one of Instagram’s top signals to rank content is “sends per reach.” This metric looks at how many people share a post with their friends via direct messages (DMs) compared to the total number of viewers.
Understanding ‘sends per reach’
Adam Mosseri explained the significance of the “sends per reach” metric and why Instagram considers it important. According to Mosseri, “One of the most important signals we use in ranking is sent per reach. How many of the people who saw your video or photo sent it to a friend in a DM? ”
Instagram aims to be more than just a place for passive content consumption. The platform wants to be a hub where users discover content they feel compelled to share with friends and family. This means that content that encourages users to share it directly with others will likely perform better.
Mosseri provided some examples: “Think about a reel that made you laugh so hard you wanted to send it to your brother or sister, or a soccer highlight that blew your mind, and you wanted to share it with another fan. That kind of thing is what we aim to encourage.”
Creating shareable content
Mosseri advised creators to focus on content that people naturally want to share with their close circle. “Don’t force it as a creator. But if you can, think about making content that people would want to send to a friend or someone they care about,” he said. This guidance helps demystify Instagram’s ranking algorithms and provides a clear strategy for improving visibility on the platform.
Practical advice for creators
While Mosseri encourages creators to make shareable content, he also cautions against trying to game the system. Authenticity remains key. The goal should be to create genuine, engaging content that resonates with viewers, prompting them to share it willingly.
This shift in Instagram’s algorithm underscores the platform’s aim to foster a community where content entertains and connects people. It invites creators to experiment with new content strategies for engagement and sharing.
For content creators and businesses, this insight is a valuable tool for refining your Instagram strategies. Encouraging users to share your posts and reels can significantly boost your reach, increasing engagement and leads. If you’ve noticed a decline in your reach recently, focusing on creating content that people are inclined to share might be the key to turning things around.
Rather than viewing Instagram’s focus on shareable content as a hurdle, see it as an opportunity. This new emphasis allows you to experiment with different content types and approaches. Creating content that people want to share with their friends and family can improve your reach and overall engagement on the platform.
