Instagram Head Says Send Rate Is More Important Than Watch Time, Likes, and Comments for Reach
In a recent Q&A, Instagram head Adam Mosseri shared that the send rate (how often a Reel is shared) is more important than watch time and like/comment counts for the overall reach of a post. He says this because it aligns with Instagram’s goal to help people discover content they want to share with friends.
Why It Matters: What sets Instagram apart from other platforms like TikTok and YouTube, especially regarding short-form videos, is the significant role that direct messaging plays in content discovery and consumption.
With the recent addition of a ‘Share’ button at the end of Reels viewed from the feed, Instagram appears to be leaning more into the sharing behavior. This should prompt creators and brands to focus more on producing shareable content, typically informative or entertaining, as these are likely to appear more in the algorithm.
