Instagram's Algorithm: Why Shares Matter More Than Likes

In the ever-evolving world of Instagram, understanding how the platform's algorithm works is crucial for any content creator or brand looking to increase their reach. If you've been wondering how to increase reach on Instagram, you’re not alone. Here’s what I learned and how you can use this information to boost your own Instagram success.  I recently watched an insightful video featuring Adam Mosseri, the head of Instagram, who shared some insider tips on how the algorithm works and what really drives reach on the platform.

While many users focus on likes and comments, there’s one metric that’s becoming increasingly more important: shares per reach. But what exactly does this mean, and why should you care?

Let's dive into the details.

What are Shares Per Reach?

Shares per reach refers to the percentage of people who see your content and then share it with others. For example, if 1,000 people see your post and 100 of them share it with their friends, your shares per reach would be 10%. This metric is a strong indicator of how much value your content provides, as it shows that your followers not only enjoyed it but felt compelled to share it with others. Understanding this can be a game-changer when trying to crack the code of the Instagram algorithm.

Why Shares Matter More Than Likes

If you're trying to figure out how to get views on Instagram, focusing on shares might be the answer. Likes have long been the go-to metric for measuring engagement on Instagram. However, they can be misleading. While likes show that someone enjoyed your content, they don’t necessarily indicate that the content was impactful or valuable enough to be shared.

The Instagram algorithm has evolved to prioritize content that fosters community and connection. When your followers share your content, it tells Instagram that your post is valuable and worth spreading to a wider audience. This, in turn, can lead to increased visibility on the platform, as Instagram pushes your content to more users, both connected (followers) and unconnected (non-followers).

How to Increase Shares Per Reach

If you want to know how to crack the Instagram algorithm and make the most of your content, here are some strategies to increase your shares per reach:

1. Create Shareable Content: Focus on producing content that resonates with your audience on a deeper level. Think about what would make someone say, "I need to share this with my friends!" Content that is informative, inspirational, or humorous often gets shared the most. This is key to learning how to increase reach on Instagram.

   
   

2. Think Like Your Audience: Consider what you would want to share if you were your target audience. If your content doesn’t resonate with you, it’s unlikely to resonate with your followers. This perspective can help ensure that your content is truly shareable.

   
   

3. Engage with Your Audience: Encourage your followers to share your content by adding a call to action. Simple prompts like “Tag a friend who needs to see this!” or “Share this with someone who loves [topic]!” can make a big difference in how your content spreads.

   
   

4. Tell a Story: People love sharing content that tells a compelling story or evokes strong emotions. Whether it’s through a heartfelt caption, an inspiring video, or a funny meme, storytelling can significantly boost your shares.

   
   

5. Focus on Community-Building: Content that sparks conversation and builds community is more likely to be shared. Consider creating content that encourages discussions, such as asking questions in your captions or creating polls in your Stories.

   
   

6. Utilize Trending Topics: Tap into current trends and popular topics. Content that is timely and relevant is more likely to be shared, especially if it relates to something your audience is already talking about.

   
   

Examples of Shareable Content

• Tutorials and How-To’s: Content that teaches your audience something new is highly shareable. For example, a step-by-step guide on how to plant basil could be something your followers would want to share with their gardening friends.

• Inspirational Quotes: Motivational quotes that resonate with your audience can inspire them to share with others who might need a little boost.

• Humor and Relatability: Funny and relatable content is prime for sharing. Think about memes or videos that make people laugh or say, “This is so me!”

  
  

Conclusion: Start Prioritizing Shares

As Instagram continues to evolve, it’s clear that the platform values content that brings people together. By focusing on creating shareable content, you can leverage the algorithm to increase your reach and engagement. Remember, while likes and comments are still important, shares per reach is the metric that can truly elevate your Instagram game. So next time you’re planning a post, ask yourself: “Is this something my followers would want to share?”

By understanding and implementing these strategies, you'll be better equipped to navigate Instagram’s algorithm and connect with your audience in a more meaningful way. This approach will not only help you increase your reach on Instagram but also ensure that your content continues to resonate with both your current followers and potential new ones.