Instagram Expands Insights With New Metrics For Shares As It Prioritizes Shareable Content

Instagram/ Shares 

Instagram appears to be in the process of updating Insights after announcing that Views would become a primary metric across content. While that major change hasn’t happened yet, there have been a few recent updates to Insights. One is the ability to sort content performance based on Shares. When viewing Accounts Reached or Accounts Engaged under By Top Content in the Professional Dashboard, users can now filter by Shares and sort by Highest, Lowest, and Most Recent.

Why It Matters: Adding more insights around Shares aligns with Instagram’s emphasis on shareable content. Providing creators and brands with a snapshot of content performance based on shares can help identify trends and guide the creation of more shareable content. This is important as Instagram is increasingly ranking content shared between friends and family via direct messages more heavily in its recommendations.

While it’s not the Shares Per Reach metric that Mosseri has emphasized, it’s likely that will be added eventually, offering users even more granular data to refine their content strategies.