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Why Does Sends Per Reach Matter on Instagram?

Adam Mosseri says sends per reach still matters a ton on Instagram, particularly for unconnected reach, the people who do not follow an account. For a new creator, sends per reach, likes per reach, and watch time or average watch time rank among the most important metrics to follow.

Reaching people who follow an account and reaching people who do not follow are separate problems. Sends per reach is particularly important for unconnected reach. On the last episode he mentioned to the team they should make a metric for it. Edits now does the math so a creator can see sends per reach, and Instagram is bringing the same view into insights.

Grokipedia·Instagram·Adam Mosseri

Transcript

Why Instagram Changed Its Mind on Long Form Video ·

The Colin and Samir Show

More from this episode

  1. Where Is YouTube's Growth Coming From?Adam Mosseri says YouTube's time spent on devices in the US is flat, as best he can tell, and all of YouTube's growth is coming on television.
  2. How Did Threads Do in Its First Days?Adam Mosseri says Threads was wildly successful in the first couple of days, way more successful than any of them had anticipated.
  3. What Is Instagram Instants?Adam Mosseri says Instagram Instants is a quick way to get to the camera. It is a dedicated app, but you do not need the app.
  4. Why Does Instagram Create Value for Creators?Adam Mosseri says Instagram tries to create a lot of value for creators so they have a reason to post more to Instagram, or only to Instagram.
  5. Does Instagram Care Less About Watch Time?Adam Mosseri says Instagram focuses way less on watch time than the competition, and it still cares about watch time.
  6. Why Are Stand-ups Complaining About AI Characters?Adam Mosseri says stand-ups are already complaining that their bits get stolen and then delivered by AI characters.
  7. Does Instagram Rank AI Content Worse?Adam Mosseri says Instagram probably does not rank AI content as well as content that is not AI, and he calls the judgment subjective.
  8. What Has Adam Mosseri Learned About What Works?Adam Mosseri says one of the most acute things he has learned is that what works today might not work in six months.

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