Are you looking to expand your reach on Instagram? Here’s some valuable advice that might help you navigate the current Instagram algorithm.

In a recent Q&A session on Instagram, Adam Mosseri, the head of Instagram, answered a question about how to maximize your reach on the platform and what the algorithm prioritizes nowadays. His response was quite revealing:

“More important than watch time or like and comment counts is send rates. 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.”

What does this mean for content creators? Essentially, Instagram is now prioritizing the likelihood that users will share your post over other forms of engagement like likes, comments, and even watch time. This is a shift from the earlier emphasis on how much time users spend watching a video or interacting with a post.

While Mosseri’s statement, “in my experience,” might seem a bit informal for someone in his position, it underscores a significant point: sharing content is now a key focus for Instagram’s algorithm. This advice slightly contrasts with the recent trend towards prioritizing entertainment over traditional engagement metrics. However, the emphasis remains on content that keeps users entertained and engaged.

Historically, social platforms like Instagram prioritized likes and comments as the main metrics for engagement. But with the rise of short-form video content, watch time has become more critical. Despite this, Mosseri suggests that share rate is now a more powerful indicator of a post’s success.

So, how can you leverage this information to boost your Instagram reach? Here are some practical tips:

1. Create Shareable Content: Focus on producing content that people want to share with their friends. Think about what prompts you to share a post. Is it entertaining, surprising, or emotionally resonant? Aim to create content that evokes these responses.

2. Emphasize Entertainment: As Instagram continues to pivot towards video content, ensure your posts are entertaining. Engaging videos are more likely to be shared, increasing your reach.

3. Spark Emotional Responses: Content that makes people feel something—especially joy or surprise—is more likely to be shared. Given Instagram’s shift away from divisive content, aim for posts that foster positive emotions.

4. Deliver the Unexpected: People love sharing content that surprises them or offers a fresh perspective. Think outside the box and offer unique, creative posts that stand out in the feed.

By focusing on these strategies, you can increase the likelihood of your content being shared, thereby maximizing your reach on Instagram. Remember, it’s not just about how long users watch your videos or how many likes you get—it's about how many people are compelled to share your content with others.

In summary, to drive more shares:

• Prioritize entertainment.

• Create emotionally engaging content.

• Deliver unexpected and unique posts.

These elements are crucial for enhancing your Instagram reach and staying ahead in the ever-evolving social media landscape.