instagram confirms sends per reach is the number that matters
mosseri says sends per reach is the key signal for reaching non-followers. edits shows it now, insights gets it next.
what he said
on the same colin and samir interview, adam mosseri said sends per reach still matters "a ton", especially for reaching people who don't follow you.
reaching followers and reaching non-followers are separate problems. sends per reach is the one for non-followers.
where you can see it
edits already does the maths and shows sends per reach. instagram is bringing the same view into insights.
until then you can work it out yourself: a post's shares divided by accounts reached.
watch time counts less than you think
per this week in social media's write-up, mosseri said instagram focuses "way less on watch time than all the competition does".
his point: one long video is "maybe a hundred things that you could have sent to a friend".
why it matters for a creator business
most teams still judge reels on likes and views. those tell you how a post did with people who already saw it.
sends tell you whether it travelled.
the short version
- sends per reach is the key signal for reaching non-followers
- edits shows it now, insights is next
- watch time matters less on instagram than elsewhere
- shares divided by reach, per post, is the number to track
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