How to Optimize for Instagram’s New Algorithm Update

Instagram’s Algorithm Update: Why More Sends = Greater Reach

Sure, likes and comments help with reach, but Instagram’s newest algorithm update points to something that could shift your social media marketing strategy—the more sends your post gets, the greater the reach.

When we talk about sends, we’re referring to the button next to the comment option that lets users share a post directly, either within the app or outside of it. So with this update, the more your content gets sent via direct messages (DMs), the more reach you get within the platform. If we want to be more technical, Instagram uses the phrase “sends per reach.” This measures how many people share your post through DMs in relation to the overall number of viewers.

This is Instagram’s way of encouraging users to create original content that’s inspiring, educational, funny, or simply worth sharing. It’s all part of a bigger vision to transform this social media platform into a space for authentic and meaningful interactions, moving away from its early days of polished snapshots of everyday life.

Instagram’s move toward promoting more authentic, shareable content is a nod to TikTok’s success, where shareability plays a huge role in boosting reach and engagement. It also recognizes that most users are likely to share content privately through group chats or DMs rather than publicly reposting or sharing.

Instagram’s Greater Goal

Adam Mosseri, Instagram’s head, shared in an Instagram Reel that they aim to make Instagram a space where users find value in the content they feel compelled to share, explaining, “Out of all the people who saw your video or photo, how many of them sent it to a friend in a DM? At Instagram, we’re trying to be a place where people can be creative, but in a way that brings people together.”

He suggested that Instagram has evolved beyond simply a platform for showcasing content and getting reactions, mentioning, “We want to not only be a place where you passively consume content but where you discover things you want to tell your friends about.”

To support this initiative, Instagram is rolling out a test for a feature that displays send counts, similar to likes. It’s their way of inspiring brands and content creators to create content that people want to share.

What This Means For Marketers

When it comes to your Instagram content strategy, aim to create Instagram posts that connect with your audience and inspire them to share your content with those they care about, be it an inspiring video, a humorous skit, or an eye-opening statistic. Encouraging users to share via DMs can also be a great way to boost your reach.

Tips on Making Shareable Content

While getting likes and comments is still essential, don’t forget to tweak your content marketing strategy to optimize for this algorithm change. Here are some tips to help you create Instagram posts that are share-worthy and make you more visible in the Instagram feed and Explore page:

Focus on crafting Instagram content that brings out positive emotions like joy, surprise, inspiration, or fun. Posts that tap into these positive feelings are more likely to be shared by users.
Remember, shareable content isn’t just about making people laugh. You can also deliver value and offer something your followers can learn from. People love sharing interesting and informative posts, whether they’re about health, politics, music, or beyond.
Don’t feel tied to just one type of Instagram content. Experiment with different formats like how-tos, skits, animated explainers, and talking heads. While there’s no single shareable format, the right choice of format can help get your message across and move people to share.
Timing and frequency can make or break your shareable content. Use your Instagram insights to see when your audience is online and most engaged. Be careful not to overdo it—you don’t want to drive away your audience by posting too much content.

More Ways of Expanding Instagram Reach

Boosting your reach on Instagram isn’t only about creating shareable content. Here are some ways to further boost your visibility on the app:

Cash in on carousels

If you want better reach, start posting more carousels. They get better reach than single-image posts because they show up in your followers’ feeds multiple times. If they miss the first image, Instagram serves them the next one later. This gives you more opportunities to be seen by your followers and rack up engagement. And now, you can upload up to 20 images or videos in a single carousel, maximizing this format’s potential.

The shorter, the better

We know reels outperform photos in reach, but here’s something to remember: shorter reels perform even better. Instagram prefers video content under 90 seconds because they’re more likely to be replayed, which tells the Instagram reels algorithm they're engaging and worth sharing with more people. Try to keep your reels short and sweet to see an increase in your reach.

Skip the watermarks

If you want to reach more people, make sure every Instagram post you publish is original and high-quality. Your images and videos should be high resolution—no reposted content, borrowed clips, or unoriginal content. Also, avoid third-party watermarks; they might seem harmless, but they can limit your reach more than you realize.

Avoid getting shadowbanned

Shadowbanning is a real issue—it can even happen to well-known brands and content creators. Instagram hides your posts if they think you’ve violated community guidelines, such as sharing explicit, violent, misleading, medically deceptive, harmful, or clickbait materials. Keep your content, as well as your Instagram strategy, in line with the guidelines to ensure it gets seen by your audience.

Ten years ago, social media was a different landscape. With platforms and their algorithms constantly changing, it’s important to stay ahead of these social media developments and adapt your content marketing strategy accordingly.