Instagram Update: Why Shares & Saves Now Matter More Than Likes
Bold statement, we know—but if you’re still chasing likes, it might be time to shift your focus.
Instagram’s latest algorithm update has made it official: saves and shares are the new MVPs of engagement, and likes are taking a comfy seat in the back.
So, what does that mean for you, your brand, and your next post?
Let’s break it down—no fluff, just facts (and a few friendly tips along the way).
What Changed?
Instagram recently confirmed that the top three things the algorithm cares about right now are:
Watch time
Likes
Sends (aka shares via DM or Stories)
Out of those three, sends are now one of the biggest indicators that your content deserves to be seen by more people, especially new audiences.
And while likes still count (don’t worry, your double-tap game isn’t wasted), saves and shares tell Instagram: "Hey, this is valuable. Show it to more people."
Why This Matters
Because it shifts the way we think about what “good” content looks like.
Instead of chasing vanity metrics, this update encourages brands and creators to focus on content that people genuinely want to revisit or pass along.
In other words: helpful, meaningful, save-worthy stuff > clickbait and fluff.
What Kind of Content Is Performing Best?
Here's what we’re seeing work really well under the new algorithm:
Carousels with tips, how-to's, or step-by-step guides
Reels that are entertaining and informative
Posts that spark DMs (“You’ve gotta see this!” kind of energy)
Posts with captions people want to bookmark (“I’ll come back to this later”)
If your content makes someone pause, think, laugh, learn, or want to share it with a mate—that’s a win.
What You Can Do (Without Overhauling Everything)
Here are a few simple (but strategic) tweaks to help your content play nicely with the new algorithm:
✅ Add value upfront
Whether it’s a tip, a reminder, or a moment of “oof, same”—give your audience something they’ll want to save.
✅ Nudge people to save or share (gently)
Try captions like:
– “Save this so you don’t forget it later.”
– “Know someone who needs this? Send it their way.”
✅ Prioritise storytelling and clarity
Whether it’s a reel, carousel, or single tile, ask: Would I share this if I saw it on my feed?
✅ Mix up your formats
Reels are still king, but carousels and single tiles with purpose? Still powerful.
👋 Need Help Shifting Your Content Strategy?
This is exactly the kind of stuff we keep an eye on, so you don’t have to.
We’re already building this into our clients’ strategies, and if you’re feeling a little unsure about what this means for your business, we’re more than happy to chat it through!
We don’t do pressure. We do practical. Reach out whenever, our inbox is always open. 📥
