In 2025, social media success is no longer just about likes and comments. As Adam Mosseri, CEO of Instagram, emphasised recently, engagement metrics like shares, saves, and direct messages (DMs) are becoming the most critical signals for content performance. Let’s explore why these metrics matter and how to adapt your strategy to this evolving landscape.

The Rise of Shares per Reach

Instagram is placing greater emphasis on “shares per reach”—the percentage of viewers who share your content via DM. This shift aligns with Instagram’s vision to foster meaningful connections and encourage users to share content that resonates deeply. Content that sparks conversations or evokes strong emotions, such as a funny reel or an inspiring story, is more likely to be shared and prioritised by Instagram’s algorithm.

The Importance of Saves

Saves signal that your content is valuable enough for users to revisit later. Think of saves as a digital “pinboard” where users store inspiration or essential information. Posts with high save rates not only boost your visibility but also indicate a deeper connection with your audience.

Dark Social: The Silent Engagement

Dark social refers to private interactions like DMs, which Instagram has identified as its most active area. While these conversations are harder to measure, their impact is undeniable. Crafting content that’s informative, entertaining, or thought-provoking encourages users to share it privately, amplifying its reach through hidden channels.

Real-Life Success Stories

A standout Instagram post by one of our clients exemplifies the power of shares and saves. Despite fewer comments, the post outperformed others due to its high share rate and was recommended to 79% non-followers. This demonstrates how engagement diversity—beyond likes—can enhance algorithmic visibility.

Content Strategies for 2025

To thrive in 2025, your content should:

• Be highly shareable: Focus on reels and posts that evoke emotion or offer value.

• Encourage saves: Provide actionable insights, tips, or resources.

• Embrace DMs: Create content that users will want to discuss privately.

• Diversify engagement metrics: Track saves, shares, and overall engagement rates, not just likes.

Conclusion 

As social media evolves, understanding and adapting to these new metrics is essential. By prioritising shares, saves, and private interactions, you can enhance your content’s reach and relevance. Stay tuned for more updates on LinkedIn and other platforms as they reveal their algorithmic secrets.