Instagram’s algorithm is ever-evolving. The current hot ticket? Sends.
The sends-per-reach ratio is basically a piece of content’s shareability. It measures the number of people who share a post via direct message (DM) compared to the total number of viewers.
Why does this matter? Instagram Chief, Adam Mosseri says, “Sends per reach correlate more, in my experience, with overall reach than anything else, because we are looking to help people discover content they want to connect with friends over.”
Essentially, Instagram favors promoting content that users actively share with others.
What does this mean for brands? Create shareable content!
How to create shareable content:
1. Know Your Audience
Understand Preferences: Know what type of content resonates with your audience. Look at your analytics to see which posts have performed well in the past.
Audience Insights: Use tools like Instagram Insights to learn about your audience's demographics, behavior, and interests.
2. High-Quality Visuals
Professional Photography: Invest in high-quality images and videos. Clear, vibrant, and aesthetically pleasing visuals are more likely to be shared.
Consistency: Maintain a consistent style and color scheme that reflects your brand identity.
3. Create Valuable Content
Educational Posts: Share tips, how-tos, and tutorials that provide value and encourage saves and shares.
Entertaining Content: Humor, memes, and engaging videos can be highly shareable.
Inspirational Content: Quotes, stories, and motivational content can inspire your audience to share with their network.
4. Use Engaging Formats
Infographics: Visually appealing infographics that present useful information are often shared.
Carousels: Multi-image posts that tell a story or provide a step-by-step guide can engage viewers longer.
Reels and Stories: Short, engaging videos are highly shareable and can quickly increase your visibility.
5. Encourage User-Generated Content (UGC)
Contests and Challenges: Run campaigns that encourage followers to create and share their content using your branded hashtag.
Features: Regularly feature user-generated content on your profile, giving credit to the creators.
6. Create Relatable Content
Trendy Topics: Stay up-to-date with trends and incorporate them into your posts.
Relatable Situations: Content that reflects everyday situations your audience can relate to is often shared.
7. Strong Call to Action (CTA)
Encourage Sharing: Explicitly ask your audience to share the post if they found it valuable or relatable.
Interactive Elements: Use polls, questions, and other interactive elements in Stories to boost engagement and shares.
8. Collaborate with Influencers
Influencer Partnerships: Collaborate with influencers who can share your content with their followers.
Co-Create Content: Work with influencers to create content that appeals to both your audiences.
9. Optimize for Discovery
Hashtags and Geotags: Use relevant hashtags and geotags to increase the discoverability of your posts.
Tag Relevant Accounts: Tagging other accounts can encourage them to share your content with their followers.
10. Engage with Your Audience
Respond to Comments: Engage with your audience in the comments section to build a community.
DM Shares: When your followers share your content in their Stories or DMs, acknowledge it to encourage more shares.
11. Leverage Analytics
Track Performance: Use Instagram Insights to track which types of content are being shared the most.
Adjust Strategy: Continuously refine your content strategy based on what is resonating with your audience.
Need help optimizing your content to become more ‘shareable?’ Reach out to Media À La Carte for some expertise.
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