Instagram chief says post share rates are now a key driver of reach


In response to a question posed in his most recent Q and A session on Instagram about how to expand your reach in the app, and the top considerations factored into the algorithm at present, IG chief Adam Mosseri provided this answer:

“More important than watch time or like and comment counts is send rates, [and] generally, I think the rate is more important than the count. So the number of sends per reach, the number of likes per reach, the number of comments per reach. But sends per reach correlate more, in my experience, with overall reach than anything else, because we are looking to help people discover content they want to connect with friends over, and so sends is a great proxy for that sort of connection over creativity.”

So the likelihood that people will explicitly share your post is seemingly the key focus of the Instagram algorithm at present, not watch time, nor other forms of engagement.

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