Boosting Your Instagram Reach: Key Insights from the Platform

Published On: May 15th, 2024Categories: InstagramBy

Boosting Your Instagram Reach: Key Insights from the Platform

Are you looking to expand your reach on Instagram? As the platform evolves, understanding the key factors that influence the Instagram algorithm is crucial for increasing your brand’s visibility and engagement. In his latest Q&A session on Instagram, chief Adam Mosseri shed some light on what the algorithm currently prioritizes.

The Power of Shares

When asked about how to expand your reach on Instagram, Mosseri emphasized the importance of “send rates”—the frequency at which users share your content with others. He explained:

“More important than watch time or like and comment counts is send rates. Generally, the rate is more important than the count. So the number of sends per reach, the number of likes per reach, and the number of comments per reach. But sends per reach correlate more, in my experience, with overall reach than anything else, because we are looking to help people discover content they want to connect with friends over, and so sends is a great proxy for that sort of connection over creativity.”

This insight highlights that the likelihood of users sharing your post is currently a key focus of the Instagram algorithm. It suggests that while watch time and other forms of engagement are still important, shares are a more significant indicator of a post’s potential reach.

The shift from engagement to entertainment

Traditionally, social platforms prioritized likes and comments. However, as Instagram and other platforms have shifted their focus towards video content and entertainment, watch time has become a more prominent metric. This shift is particularly noticeable with the rise of short-form videos, which are designed to keep users engaged for longer periods of time.

Yet, Mosseri’s comments suggest that the share rate now takes precedence over watch time. This implies that while engaging videos are crucial, the content’s shareability is what ultimately drives greater reach. Users are likely to watch many videos but share fewer, making shares a stronger signal of content quality and relevance.

Ranking the algorithm drivers

Based on Mosseri’s insights, the algorithm drivers for Instagram can be ranked as follows:

  • Share Rates
  • Watch Time
  • Comment Rates
  • Like Rates

As fewer people post and comment on social media, Instagram’s parent company, Meta, is focusing on elements that maximize engagement, such as shares and watch time.

Strategies to increase shares

To boost the shareability of your content, focus on creating posts that entertain and resonate emotionally with your audience. Consider what would prompt you to share content with others. Content that sparks joy, provides something unexpected, or has a strong emotional impact tends to be shared more frequently.

Tips for Maximizing Instagram Reach

Entertainment: Create content that is fun, engaging, and enjoyable.

Emotional Response: Aim to evoke positive emotions, such as joy or amusement.

Surprise Element: Offer something unique or unexpected that stands out.

Relatable Content: Post content that your audience can relate to and find value in sharing.

By focusing on these aspects, you can increase the likelihood that your posts will be shared, thereby boosting your overall reach on Instagram. As the platform continues to evolve, staying attuned to these insights will help you navigate the changing digital landscape and maintain a strong presence on social media.

Are you on top of the latest social media platform updates and trends? Call, message, or email us at sbellem@bbrookstone.com to discuss further. Our team of marketing experts are committed to helping your business thrive in an ever-evolving digital landscape.

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