Instagram's New Algorithm - Leveraging Private Shares for Business Growth
Amit Govil
Founder at XONIK Group - Digital Innovator, Consultant & Technology Strategist
Staying ahead of platform changes is crucial for business success. Instagram, a powerhouse for visual content and brand engagement, has recently implemented significant updates to its algorithm. The most noteworthy change? The increased importance of 'sends' - when users share posts via direct messages. For businesses and marketers looking to maximize their Instagram presence, understanding and adapting to this shift is essential.
The Evolution of Instagram's Algorithm: To appreciate the current changes, it's helpful to understand how Instagram's algorithm has evolved:
Chronological Feed Era (Pre-2016): Posts appeared in reverse chronological order, favouring recent content over relevance.
Engagement-Based Algorithm (2016-2021): Instagram began prioritizing posts based on likes, comments, and overall engagement rates.
Current Algorithm (2021-Present): While still considering traditional engagement metrics, the algorithm now heavily weights 'sends' as a key indicator of content value.
Why 'Sends' Are Now Crucial for Your Business
Enhanced Content Relevance: When a user shares your post privately, it signals to Instagram that your content is not just passively consumed, but actively valuable enough to spread. This is a strong indicator of relevance and quality.
Amplified Organic Reach: Posts with high 'send' rates are more likely to appear prominently in followers' feeds and potentially on the Explore page. This can significantly expand your organic reach without additional ad spend.
Deeper Engagement Metrics: 'Sends' often lead to private conversations about your content, indicating a deeper level of engagement than likes or public comments. This type of engagement is highly valued by Instagram's algorithm.
Trust and Credibility Boost: Content shared through direct messages comes with an implicit endorsement from the sender, potentially increasing trust in your brand among new audiences.
Algorithm Favourability: Instagram's algorithm is designed to promote content that creates meaningful interactions. 'Sends' are considered a prime example of such interactions.
Strategies to Increase 'Sends' and Boost Your Business Visibility
Create Share-Worthy Content: Develop informative infographics that distil complex information into easily digestible visuals. Share insider tips or industry secrets that provide real value to your audience. Create visually striking images or short videos that capture attention and inspire sharing.
Implement Strategic CTAs (Calls-to-Action): Directly encourage sharing with phrases like "Tag a friend who needs to see this" or "Share this with someone who could use this tip."Create content that naturally prompts sharing, such as relatable memes or thought-provoking questions.
Leverage Instagram Stories: Use interactive features like polls, quizzes, and question stickers to boost engagement. Create shareable story content that users can easily send to their friends. Utilize the 'Add Yours' sticker to encourage user participation and sharing.
Foster Community Engagement: Respond promptly to comments and DMs to build a responsive, engaged community. Create content that sparks conversations and encourages users to tag others. Host Q&A sessions or live streams that provide value and encourage sharing.
Optimize Post Timing: Review your Instagram Insights to identify the times when your audience is most engaged. Experiment with posting times to find the sweet spot for maximum engagement and shares.
Collaborate and Cross-Promote: Partner with complementary brands or influencers for co-created content. Encourage partners to share your content with their audiences, expanding your reach.
Utilize User-Generated Content: Feature customer stories or testimonials that others will want to share. Create branded hashtags and challenges that encourage users to create and share content.
Offer Exclusive Content: Provide sneak peeks or early access to new products or services to followers who share your posts. Create 'limited time' content that encourages immediate sharing.
Measuring Success and Refining Your Strategy
To make the most of this algorithm change, it's crucial to track and analyze your performance:
Monitor 'Sends' Metrics: Regularly check your Instagram Insights for data on which posts are being shared most frequently.
Analyze Content Patterns: Identify common themes or formats in your most-shared posts and create more similar content.
Track Correlation with Other Metrics: Observe how an increase in 'sends' affects your overall engagement, follower growth, and reach.
A/B Test Content: Experiment with different types of posts to see which generate the most shares.
Gather Qualitative Feedback: Engage with your audience to understand why they share certain posts and what motivates them to do so.
The Bigger Picture: Future-Proofing Your Instagram Strategy
As Instagram continues to evolve, staying adaptable is key. The focus on 'sends' is part of a larger trend towards valuing meaningful, personal interactions on social media. By aligning your strategy with this trend, you're not just optimizing for the current algorithm, but positioning your brand for long-term success on the platform.
For businesses looking to capitalize on these changes, consider working with a social media marketing expert who can:
By embracing the importance of 'sends' and creating content that naturally inspires sharing, your business can harness the power of Instagram's new algorithm to reach new audiences, deepen customer relationships, and drive sustainable growth on the platform.
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FAQs:
What exactly are 'sends' on Instagram?
'Sends' refers to when a user shares your post with others via direct messages. It's a private form of sharing content.
Why has Instagram started prioritizing 'sends'?
Instagram values meaningful interactions. 'Sends' indicate that content is so valuable that users want to share it personally, suggesting higher relevance and engagement.
How can I see how many 'send' my posts are getting?
You can view 'sends' data in your Instagram Insights if you have a business or creator account.
Do 'sends' matter more than likes and comments now?
While likes and comments are still important, 'sends' are now considered a stronger indicator of content value and are given more weight in the algorithm.
Will this change affect my current followers seeing my content?
Yes, posts with higher 'send' rates are more likely to appear higher in your followers' feeds, potentially increasing your visibility.
How can I encourage more 'sends' without seeming pushy?
Create valuable, shareable content and use subtle call-to-actions like "Share this with someone who needs to hear this" or "Tag a friend who'd love this."
Does this mean I should focus less on getting likes and comments?
No, a balanced approach is best. Aim for overall engagement, including likes, comments, and shares, with a particular emphasis on creating share-worthy content.
Will boosting posts increase 'sends'?
Boosting can increase overall visibility, which may lead to more 'sends'. However, the content itself needs to be share-worthy for best results.
How quickly will I see results from focusing on 'sends'?
Results can vary, but consistently creating shareable content should show improvements in visibility and engagement over time, typically within a few weeks to months.
Does this apply to all types of Instagram posts (feed posts, reels, stories)?
While the emphasis on 'sends' is most noticeable in feed posts, creating shareable content across all post types can benefit your overall Instagram performance.
Can I get shadowbanned for asking people to share my posts?
Occasional, natural calls-to-action shouldn't cause issues. However, excessively asking for shares or using engagement-bait tactics could potentially harm your account's performance.
How does this change affect influencer marketing?
Influencers may need to focus more on creating content that their audience will want to share, rather than just content that generates likes. This could lead to more authentic partnerships.
Should I change my entire Instagram strategy because of this?
While you don't need to overhaul everything, adjusting your strategy to create more shareable content and encourage 'sends' can significantly improve your Instagram performance.
How does this update affect the use of hashtags?
Hashtags are still important for discoverability, but creating shareable content should now be a higher priority in your content strategy.
Can I see who is sharing my posts via 'sends'?
No, Instagram doesn't provide information on which specific users have shared your posts privately to protect user privacy.
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