If you’re still chasing Likes and Reposts on Instagram, you may be missing the real growth engine behind the platform today: Shares to Stories.
For years, “Likes” served as the standard measurement of success. Reposts came next, giving creators a way to spread their content through others’ feeds. But recently, Instagram has shifted its algorithm to reward content that gets shared – especially to Stories – more than almost any other metric.
Brock Johnson, a social media educator, put this to the test. He ran two nearly identical posts with a single difference: the call-to-action. One encouraged Reposts; the other asked for Shares to Stories.
The results?
Posts asking for Reposts gained moderate engagement.
Posts asking for Shares exploded the reach, performing far better in terms of visibility and overall growth.
This experiment mirrors what Instagram head Adam Mosseri has been hinting at for months: Shares fuel discovery. When someone shares your post to their Stories, it gets introduced to entirely new audiences in a way that feels organic and authentic. The algorithm recognizes that signal and amplifies your content further.
So, what’s the application for you, small business owner?
- Shift your Call to Action from “Like the post” to “Repost and share with your friends!” or “Share this to your Story!”
- Design content worth sharing. Share tips, relatable quotes, memes or industry insights. Share content that your followers want their friends and followers to also see.
In summary, your growth on Instagram needs to focus on making your posts so valuable and interesting that your followers can’t help but share them to their Stories too.
Do you need help with your social media strategy, including brainstorming ideas for creative content? I’m here!
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