Instagram “Sends Per Reach” Ranking Signal – July 2024

According to Adam Mosseri, head of Instagram, sharing is king! He says a key factor in how Instagram ranks content is the sends-to-reach ratio, which means how often people share a post compared to how many see it.

This aligns with Instagram’s goal of being more than just a feed; they want it to be a place where people connect. Sharing a hilarious reel with your siblings or that incredible soccer play with a friend are perfect examples.

Mosseri emphasizes that the best approach is to create content that naturally encourages people to share it instead of trying to trick the algorithm through inauthentic content.

Instagram’s Sends per Reach ranking signal considers the number of times a post is shared directly to other users’ inboxes (DMs) compared to the total number of people who viewed the post. Essentially, it measures how shareable a post is.

This means that content people send to a friend or someone many times is likely to rank higher in users’ feeds. Mosseri advises creators to focus on creating content that people naturally want to share with their close circle rather than trying to “game the system.”

The goal is to create content that resonates with viewers and compels them to share it organically.

The new Instagram algorithm now prioritizes content that gets shared through direct messages (DMs), according to the “Sends per Reach” metric. This metric highlights a shift towards content that fosters connection and conversation. Here’s how you can leverage this to expand your reach:

1. Create Authentic Content

Focus on creating content that reflects your brand’s personality and resonates with your audience. Avoid overly promotional material and prioritize content that informs, entertains, or inspires.

2. Upload Shareable Videos

Leverage the power of video. Funny skits, behind-the-scenes glimpses, or educational tutorials are all great ways to grab attention. Use humor, storytelling, or interesting visuals to encourage viewers to share your videos with friends.

3. Use Emotionally Charged Concepts

Content that evokes emotions is more likely to be remembered and shared.  Make people laugh, inspire them, or tug at their heartstrings. This doesn’t have to be manipulative but focus on topics and themes that genuinely connect with your audience on a deeper level.

After discussing Instagram’s latest algorithm, which prioritizes sends as a ranking factor, Instagram chief Adam Mosseri has a message for creators: “Forget about tricking the algorithm.”

According to him, content creators should focus on making content that people naturally want to share. Here’s why: sharing is now a major ranking factor, thanks to the new “Sends Per Reach” metric. This metric prioritizes fostering connection and conversation through direct messages.

There’s a powerful strategy for boosting reach on Instagram: encourage viewers to share your posts and reels with friends! This simple action leads to a domino effect – increased reach translates to more engagement (likes, comments) and potentially more leads (customers).

Content creators and businesses should consider this an opportunity to refine their Instagram strategies. Instead of feeling restricted by the focus on shareable content, experiment! Try new formats, explore trending topics, and see what resonates with your audience.

If your reach has been stagnant lately, the shift in the July Instagram algorithm toward sharing might be the missing piece.