Instagram’s Reach and How to Grow the Fastest: Insights from Adam Mosseri

As content creators and social media enthusiasts, we’re always trying to crack the code of what makes posts go viral on platforms like Instagram.

Recently, Adam Mosseri, the head of Instagram, shared some fascinating insights on The Colin and Samir Show Podcast about how the platform’s algorithm determines reach. Let’s dive into the key takeaways and what they mean for creators.

The Power of Shares and How to Grow Your Instagram Following Organically

One of the most crucial factors in a post’s success on Instagram is its “shareability.” Mosseri emphasized that the number of shares per impression is a vital metric they look at when evaluating content performance.

Why? Because shares indicate that users found the content valuable enough to pass along to their friends, initiating conversations and fostering connections.

This focus on shares aligns with Instagram’s core mission of connecting people with their friends.

When you share a post, you’re not just consuming content passively; you’re actively engaging with it and using it as a conversation starter.

This creates a positive feedback loop: you discover interesting content, share it with a friend, they engage with it, and potentially share it further, expanding the reach organically.

The Importance of DMs

Mosseri highlighted how direct messages (DMs) play a significant role in content distribution on Instagram. Unlike some other platforms, Instagram integrates content discovery and private messaging seamlessly.

This integration allows for easy sharing and discussion of content within the app, making it a unique ecosystem for content to spread.

When you see something interesting on Instagram, you can instantly share it with a friend via DM. This ease of sharing contributes to the platform’s effectiveness in distributing content and sparking conversations.

Sends per Reach: The Key Metric

If there’s one metric creators should pay attention to, it’s “sends per reach.” This measures how many people shared your content compared to how many people saw it.

A high sends-per-reach ratio indicates that your content resonates strongly with your audience and has the potential to spread virally.

Mosseri suggests that creators should focus on this metric more than traditional engagement metrics like likes or comments. While likes and comments are still important, shares (or “sends“) are a stronger indicator of content value and potential reach.

The Role of Connected vs. Unconnected Reach

Another interesting point Mosseri discussed is the distinction between “connected” and “unconnected” reach:

• Connected reach: Impressions from accounts that follow you
  
• Unconnected reach: Impressions from accounts that don’t follow you but see your content through explore pages, reels, or shares
  

Connected reach tends to be more stable, as Instagram tries not to interfere much with what users see from accounts they follow.

Unconnected reach, however, offers more growth potential but is also more volatile. It’s through unconnected reach that Instagram aims to help users discover new interests and niche content.

The Ranking System Across Different Surfaces

Mosseri explained that the ranking system works slightly differently across various surfaces on Instagram:

1. Feed: Content from accounts you follow, especially mutual follows, is heavily prioritized.
   
2. Explore page: This focuses more on helping users discover new content and creators.
   
3. Reels tab: Similar to the explore page, but specifically for short-form video content.
   

While the specific weightings might differ, shares remain a crucial factor across all these surfaces.

The goal is to create a cohesive experience where users see content relevant to their interests, regardless of where they’re browsing within the app.

Watch Time and Video Length

While not as critical as shares, watch time and video length do play a role in content performance. Mosseri noted that these factors matter, but significantly less than shares.

This suggests that creators shouldn’t necessarily focus on making longer videos just for the sake of increasing watch time. Instead, the emphasis should be on creating content that people want to share, regardless of its length.

The Changing Importance of Follower Count

Follower count still matters, but perhaps not as much as it used to. Mosseri explained that while having more followers increases your chances of reaching people, the shift towards more recommendation-based content distribution has somewhat reduced the direct correlation between follower count and reach.

This change opens up opportunities for smaller creators to reach larger audiences if their content resonates well and gets shared frequently.

However, it also means that even creators with large follower bases need to focus on creating shareable content to maintain and expand their reach.

Recommendations and Niche Interests

Mosseri emphasized the potential of recommendation systems to help users discover niche interests. This is good news for creators in specialized fields or with unique content offerings.

The algorithm aims to connect users with content they might love but wouldn’t have discovered otherwise.

This focus on recommendations and niche content discovery aligns with the broader promise of the internet to celebrate diverse interests beyond mainstream trends.

It suggests that there’s room for all types of content to find an audience on Instagram, provided it resonates strongly with a specific group.

The Speed of Virality

An interesting observation shared during the podcast was how quickly viral content tends to take off. Mosseri noted that posts that end up reaching millions of views often show high sharing rates within the first hour.

This rapid initial spread, particularly through stories and DMs, can significantly boost a post’s unconnected reach.

This insight underscores the importance of the first few hours after posting. If your content is going to go viral, it’s likely to show strong sharing signals very quickly.

This doesn’t mean content can’t gain traction later, but it does highlight the potential impact of timing and initial audience engagement.

Critical Takeaways for Creators and Final Thoughts

Based on Mosseri’s insights, here are some key strategies creators can focus on:

1. Prioritize shareability: Create content that people will want to send to their friends. Think about what sparks conversations or provides value that people want to pass on.
   
2. Monitor your sends-per-reach ratio: Pay attention to how many shares your posts are getting compared to their overall reach. This is a key indicator of content performance.
   
3. Leverage DMs and stories: Encourage your audience to share your content through DMs and stories. This can significantly boost your unconnected reach.
   
4. Create for discovery: While catering to your existing audience is important, also think about how your content might appeal to people who don’t follow you yet.
   
5. Don’t fixate on length: Focus on creating engaging content rather than trying to hit specific length targets.
   
6. Embrace niche interests: Don’t be afraid to create specialized content. The algorithm is designed to help users discover niche interests.
   
7. Act fast on early signals: If a post is performing well in its first hour, consider ways to capitalize on that momentum.
   

Understanding Instagram’s reach algorithm is crucial for creators looking to grow their audience and impact on the platform.

By focusing on creating shareable content that initiates conversations and connections, creators can work with the algorithm rather than against it.

Remember, while these insights are valuable, they shouldn’t overshadow the most important aspect of content creation: authenticity and value.

Create content that genuinely resonates with your audience and provides value, and the shares – and reach – are likely to follow.

As the social media landscape continues to evolve, staying informed about how platforms like Instagram distribute content will remain crucial for creators.
By understanding these mechanisms, we can better tailor our content strategies to reach and engage our target audiences effectively.

(Source: The Colin and Samir Show Podcast with The CEO of Instagram, Adam Mosseri)