Instagram's head, Adam Mosseri, revealed a key ranking signal: sends per reach, which measures how often a post is shared via direct messages (DMs) relative to its total viewers. Mosseri advises creating content that people want to share with close friends and family to improve reach over time. This insight helps demystify Instagram’s ranking algorithms and can assist in enhancing visibility on the platform.

Instagram’s ‘Sends Per Reach’ Ranking Signal

Mosseri explains that the sends per reach metric is crucial for ranking content. Instagram aims to be a platform where users not only consume content but also share it with friends, fostering a sense of community. Examples include sharing a funny reel with siblings or a mind-blowing soccer highlight with another fan. Creators are encouraged to make share-worthy content without forcing it.

Advice For Creators

Mosseri advises creators to produce content that naturally prompts users to share via DM, as this can boost reach. However, he cautions against forced attempts to game the system.

Encouraging users to share posts and reels can improve reach, leading to more engagement and leads. Content creators and businesses can refine their Instagram strategies by focusing on shareable content. If reach has been declining, this approach may help recover it.