Instagram Tests Public Share Counts As Send Rate Becomes A Priority Metric

Lindsey Gamble on Instagram / Public Share Counts

Instagram is testing the display of public share counts on posts. Now, some users will see share counts prominently displayed alongside the icons for likes, comments, and shares.

Why It Matters: The send rate, or the frequency at which a post is shared relative to its reach, has been a topic of discussion for weeks now, thanks to Instagram head Adam Mosseri highlighting the importance of this metric in the platform’s mission. Instagram has also been testing features that promote content sharing, including prompting creators to send their posts to friends.

As Instagram increasingly emphasizes shares, creators should monitor how often their content is shared. Brands collaborating with creators on sponsored content should also consider this metric when evaluating potential partners, especially if their goals revolve around reaching new audiences.

How Creators May Adjust: Because of how much Instagram is leaning into shares, we could see creators start to incorporate calls to action around this. Instead of urging viewers to like, save, or comment on their posts, they might suggest sharing the post with a friend.