Adam Mosseri, the head of Instagram, has recently highlighted the importance of “sends per reach” in determining the visibility of content on the platform.

The metric measures how often users share posts via direct messages (DMs), and Mosseri has increasingly emphasised its significance in various discussions and interviews. The focus on send rates reflects Instagram’s mission to foster deeper user connections through shared content, making it a more significant metric than likes or comments in driving content reach.

Adam Mosseri, Head of Instagram, July 2024

“When you’re creating content, think about creating something that people would want to send to a friend. Don’t force it, but sends are one of the biggest signals we use in ranking and can help your reach over time.”

The conversation around sends per reach began at the end of May during Mosseri’s Ask Me Anything session. He responded to a query about the importance of watch time, likes, and comments by revealing that send rates are actually more crucial for reach.

This theme was reiterated in a recent interview with Colin & Samir, where Mosseri delved deeper into how sends per reach is a critical signal in Instagram’s ranking algorithm. Since then, the concept has surfaced repeatedly, emphasizing the importance of content that users find valuable enough to share privately.

Why Sends Per Reach Matter

Mosseri explains that this focus aligns with Instagram’s mission to help users connect over discovered content.

Sharing a post via DMs indicates a strong resonance, as it involves actively recommending the content to someone else. This behaviour is a more telling indicator of engagement than likes or comments, which can often be passive.

The act of sharing signifies that the content has struck a chord with the user, making it a powerful signal for Instagram’s algorithm to prioritize.

The Unique Role of Direct Messaging

Direct messaging is a core aspect of Instagram, distinguishing it from other platforms. Users frequently share content they find on Explore or the Reels tab through DMs, making this metric vital for understanding user interactions. Recognising this, Instagram is rolling out new features to encourage content sharing, including a Share Button on Reels and displaying public share counts. This approach not only boosts user engagement but also helps creators and brands understand the impact of their content on deeper, personal connections.

Furthermore, direct messaging if resonating with Meta’s core yout audience far more than any other feature set.

Business Insider, August 2023

“Outside of TikTok, Mosseri is eyeing another competitor: encrypted messaging platform Telegram. Most of Instagram’s growth has been in stories and DMs, Mosseri said. Mosseri has shifted resources to messaging.

“Actually, at one point a couple years ago, I think I put the entire stories team on messaging,” Mosseri added. DMs are also crucial for younger users. “If you look at how teens spend their time on Instagram, they spend more time in DMs than they do in stories, and they spend more time in stories than they do in feed,” Mosseri said.

What It Means for Brands & Creators

Whenever Instagram updates its algorithm, creators and brands need to adapt. The emphasis on sends per reach requires a shift in strategy to optimise content for shareability. Although Instagram currently lacks native analytics for this metric, creators can manually track their shares and analyse which types of content are most frequently shared.

By focusing on creating shareable content, brands can increase their visibility and engagement on the platform, leveraging the new algorithmic focus to reach wider audiences.

To enhance shareability, creators should focus on content that evokes strong emotions or provides significant value. Studies suggest that content triggering emotions like joy, exhilaration, nostalgia or validation is more likely to be shared.

Calls to action (CTAs) in captions can also encourage sharing by explicitly prompting users to forward the content to friends. This strategy can help establish a habit of sharing among viewers, boosting content reach and engagement.

This strategy aligns with Instagram’s broader trend of promoting positive user experiences and moving away from divisive or purely engagement-driven content. By focusing on shareability, creators can ensure their content aligns with Instagram’s evolving algorithmic priorities.