Head of Instagram Adam Mosseri has announced that Instagram will be prioritising shareable content in its algorithm, in a video addressed to creators.
Although the algorithm change was originally announced back in May, Mosseri is stressing to creators the significance of the “sends-per-reach” metric.
“We want [Instagram] to not only be a place where you passively consume content but where you discover things,” he said. “Don’t force it as a creator, but if you can, when you’re making content, think about making content that people would want to send to a friend, to someone that they care about, and it will help you reach over time.”
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