On Instagram, the ultimate measure of a post's success is no longer just likes or comments, but "sends." This crucial metric refers to how often users share a post via the paper airplane icon, primarily through direct messages (DMs).
Why are "sends" so vital? Instagram's data shows that user engagement through DMs is significantly higher than through feed posts. This makes DMs a powerful tool for increasing your content's reach and impact. Unlike TikTok, where messaging isn't as central, Instagram users actively use DMs to connect and share content.
When you post on Instagram, the platform tests your content with a small audience. If it performs well, it reaches larger groups of users. The key factor Instagram looks for during this process is how frequently your post is shared via DMs.
So, when you are creating your content for Instagram, think about how likely it is to be shared through DMs. Focus on making your posts engaging, relatable, and share-worthy to maximize their reach and impact.