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In a recent Instagram Reel, Instagram’s CEO, Adam Mosseri, highlighted a key metric the platform uses to evaluate content.

This indicator compares the number of users who share a post with their friends via direct messages (DMs) to the total number of watchers.

Mosseri recommends developing material people want to share directly with friends and family.

“When you’re creating content, think about creating something that people would want to send to a friend. Don’t force it, but sends are one of the biggest signals we use in ranking and can help your reach over time,” stated Mosseri.


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