Sends are the Key Focus on Instagram Says Chief Adam Mosseri
Instagram is making some significant changes to its algorithm, and IG chief Adam Mosseri has provided clear guidance for creators: focus on making your content more shareworthy. In his latest advice clip, Mosseri emphasizes that Instagram is now prioritizing content that encourages users to share it via DMs.
As Mosseri outlines, the shift in user behavior means more people are engaging within DMs than with feed posts. Consequently, Instagram is actively looking to boost content that prompts more sharing. In his words:
“Don’t force it as a creator, but if you can, when you’re making content, think about making content that people would want to send to a friend, to someone that they care about, and it will help your reach over time.”
To underline this emphasis, Instagram has rolled out new send display counts in the app, which more users are now seeing. Instagram has been testing this feature with selected users for almost a year, but it appears to have expanded recently, highlighting the importance of share counts on posts.
How to Create Content That Gets Shared
The question then arises: how do you create content that triggers more DM shares? A study by Harvard Business Review provides some insights. The study examined social media responses to 65,000 articles on news sites and found that sparking an emotional response with your content is key.
While this might seem obvious, the specifics are important. According to the report:
“Articles with a large number of comments were found to evoke high-arousal emotions, such as anger and happiness, paired with low-dominance emotions where people felt less in control, such as fear. On the other hand, social sharing was very connected to feelings of high dominance, where the reader feels in control, such as inspiration or admiration.”
A “high dominance” emotion allows the reader to regulate their response and make a cognitive choice in how they feel, while a “low dominance” response, like fear, is out of their control.
So, if you want to trigger comments (which has traditionally been a key driver of maximizing algorithmic reach), you should go for emotionally charged concepts that spark strong responses, such as anger and fear. However, if you want to drive shares, you should aim for inspiring, interesting, and humorous content.
“Positive content is primed for social sharing. Our study found that admiration and happiness have a strong correlation with high dominance. This makes sense since the motivation for sharing upbeat content may be rooted in self-presentation. Passing on a positive emotional experience makes others feel good, which in turn makes the sharer look good. Including an element of surprise can help magnify the content’s positive valence.”
This likely resonates with your own sharing behaviors. If you’re looking for a way to implement Mosseri’s advice, focusing on positive, high-dominance emotions could be your answer.
Aligning with Meta’s Broader Shift
This approach also aligns with Meta’s broader shift towards more positive user experiences. Meta is seeking to dilute politics and news content in its apps in response to negative user feedback and broader political backlash. On Threads, its Twitter-like experiment, Meta has clearly stated its aim to create a more positive user experience.
Given these changes, and with Reels becoming a bigger part of the engagement puzzle, it makes sense that Meta is focusing more on positive content.
Winning on Instagram in 2024
If you want to succeed on Instagram in 2024, following these guidelines is crucial. Crafting creative concepts is never easy, but aligning with the advice from Instagram’s head himself is a great place to start. Focus on creating shareworthy content that evokes positive emotions, and you’ll be well on your way to maximizing your reach on Instagram.
