Instagram now shows the number of times a post is shared. Previously only visible on the backend, this indicates the growing importance of sharing as a success metric for brands and creators. Shareability is now seen as the “holy grail,” as it can turn all users into pseudo-brand ambassadors. The availability of partnership ads on Instagram has also reduced the need for likes and shares, as brands can now amplify creators’ content with paid media. Some brands still hold onto older metrics like followers to validate social success, even though sharing can help grow follower count—and being “group chat worthy” is a true measure of engagement. YPulse data shows Instagram is one of the key platforms for branded content and product posts as it’s the second top platform young people post, comment, or send messages weekly. (AdWeek)
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