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.”

Want to read more? Become a Partner+!

Sign up now and upgrade your account to read the post and get access to the full library Partner+ posts and other exclusive benefits.

Enjoy a FREE trial. 14 days on us, cancel anytime.

Start Your Free Trial Already have an account? Sign in