Instagram is experimenting with displaying public share counts on posts, making this metric visible alongside likes, comments, and shares. This change underscores the importance of the send rate, a metric highlighted by Instagram head Adam Mosseri, which measures how often a post is shared relative to its reach. Instagram's focus on content sharing includes features encouraging creators to share posts with friends.

Importance of Share Counts

• Send Rate: A key metric indicating the frequency of post shares relative to reach.
• Content Sharing Features: Instagram is testing features to promote sharing, such as prompts for creators to share posts with friends.

Implications for Creators and Brands

• Monitoring Shares: Creators should track how often their content is shared.
• Brand Collaborations: Brands should consider share counts when evaluating potential partners, especially for campaigns aimed at reaching new audiences.

Creators might start encouraging viewers to share posts with friends, rather than just liking, saving, or commenting.