In a recent post on his personal profile, Adam Mosseri, CEO of Instagram, announced that the platform's recently revised algorithm now emphasizes the ability of posts to be shared via DM. To illustrate this visibility criterion, Instagram is gradually rolling out a share counter visible on each post.
🔹 Instagram favors posts frequently shared privately
What was previously assumed is now confirmed: Instagram's algorithm, which already favors posts generating interaction, reinforces the visibility of content frequently shared privately.
This clarification is not surprising, given the app's continuous adaptation to new user behaviors, who increasingly prefer private channels. In late 2022, Mosseri had already observed that users "post more Stories and send many more private messages than they post to their feed."
According to the CEO, the number of shares has become "one of the main indicators" used by Instagram to rank posts and Reels. Designed to reward creativity and originality, this ranking method will allow certain posts "to increase their reach over time." However, he warns: "Don't force things as a creator. But if possible, create content that people want to share with a friend."
This criterion adds to three other recent major algorithm changes, also aimed at rewarding unique content likely to generate engagement in all its forms.
🔹 Instagram introduces a share counter
As a result, Instagram is gradually introducing a share counter, similar to the comment counter, that will appear on each post. Initially tested with a small number of users, it is already visible on some posts and should be rolled out to everyone in the coming days. No precise release date has been announced yet.