why Instagram shares matter more than likes

While likes have traditionally been the go-to measure of success, they’re more of a vanity metric. The real magic happens when your content gets shared. Here’s why.

Adam Mosseri, Mr. Head Honcho at Instagram, has made it clear that the platform’s algorithm is now favoring content that gets shared. Why? Because more people are spending their time in DMs rather than scrolling through their feeds. When your content gets shared, it’s more likely to land in someone’s DMs, introducing it to a new audience. This shift is something we should all be paying attention to.

Likes vs. Shares

Think of likes as like a little pat on the back. Nice and cute to have, but not necessarily impactful. Shares, on the other hand, are like word-of-mouth recommendations. They signify that your content is valuable enough for someone to send to a friend. This can dramatically increase your reach and engagement (which should be your goal on Instagram). So, while likes are cool, it’s the shares and saves that really tell the story of your content’s success.

Here's why shares matter more than likes:

1. Organic Reach: When someone shares your post, it’s an organic endorsement. It’s like your followers doing your marketing for you, introducing your content to their audience/network without any extra effort on your part.
   

2. Engagement Quality: Shares often lead to higher-quality engagement. People who receive shared content are more likely to interact with it because it comes with a personal recommendation.

3. Algorithm Boost: Instagram’s algorithm favors posts that generate shares. This means that the more your content is shared, the more it’s shown to a broader audience, enhancing your visibility.

So......How Do we Make Your Content More Shareworthy?

1. Know Your Audience: Create content that resonates with your audience. The more they relate to it, the more likely they are to share it.

2. Evoke Emotions: Focus on content that makes people feel something—whether it’s happiness, inspiration, or humor.

3. Encourage Sharing: Sometimes, a simple call to action asking your followers to share your post can make a big difference.

4. Monitor and Adapt: Pay attention to which of your posts get the most shares and saves. Use these insights to guide your future content.

In 2024, if you want to win on Instagram, you need to start prioritizing shares over likes. By focusing on creating shareworthy content, you’ll not only increase your reach but also engage with a broader audience. So, let’s shift our mindset from vanity likes and start creating content that people want to share. Trust me, the results will speak for themselves.