Why Instagram Shares and Saves and DMs Matter More Than Likes in 2025

For a long time, Instagram creators have focused on increasing engagement metrics, such as likes and comments. However, what many of them don't know is that shares, saves, and DMs matter more on Instagram in 2025. 

These metrics are now a strong ranking signal that shows the Instagram algorithm that your content is worth recommending. In this article, we will show you why Instagram shares, saves, and DMs now matter more than likes.

Why the Shift From Likes to the Stronger Signals

For a long time, creators on Instagram have focused on the most popular metrics: likes, comments, and shares. This was understandable as these were the most noticeable metrics. However, the downside of focusing on likes is that they are passive. Some social media users will like a post even before they have read or watched it.

When someone saves a post, they signal to the Instagram algorithm that they find it valuable and worth revisiting. Similarly, when they share a post, they are telling the algorithm that the content is helpful enough to be shared. That means when people are saving your posts or sharing them, your authority increases in the eyes of the algorithm. 

Why Shares and Savings Matter More in 2025

Some of the top reasons why saves and shares matter more than likes in 2025 are:

• Signal true engagement. As noted earlier, likes are usually passive. On the other hand, saves, DMs, and shares take the engagement to a deeper level.
• Better algorithm performance. One of the signals that the Instagram algorithm considers is content that drives meaningful interactions. The more shares, the number of DMs and saves it receives is a signal to the algorithm that it is a high-quality post. This results in your posts being pushed further in the Instagram feed, recommended to users, and selected for the For You and Explore pages. That means you get increased reach and visibility even when you don't have a high follower count. 
• Real conversion drivers. Direct messages often lead to genuine conversations, resulting in high engagement and a potential for sales. DMs offer more value than likes, as they result in a personalized connection leading to increased trust and business opportunities. You can leverage the DM sales script to convert your customers.
• Private sharing is similar to word-of-mouth recommendations. Nowadays, instead of commenting publicly, people share with their friends on group chats and direct messages (DMs). This feels more personal and safer than posting on social media. This quiet buzz is what causes content to spread fast behind the scenes and results in a significant impact.
• Digital footprint. When people save your content, it acts as a digital footprint, indicating that your content has helped them solve a problem, address a pain point, or provide value to the user. You earn yourself a spot in someone’s library.

How to Create Content That People Will Share and Save on Instagram

When people share your post in their DM, story, or repost it, they help your posts grow organically as they endorse your message. To increase the number of shares and saves, consider using the following tips:

Create with Your Audience in Mind

Remember that the content you create isn't for you, but for your audience. Therefore, start by thinking about the problem you are solving for your audience. When you produce helpful, purposeful, and authentic content, you increase the likelihood that people will share it. Start by determining your target audience and focus on creating content that meets their needs.

Provide a Unique Perspective

Social media users have a lot of content to choose from and do not have time for content that feels repetitive. If you want people to share your content, provide them with a unique perspective. Thus, show authenticity in your reels, story, and For You page. 

Create Visually Appealing Content

If your Instagram posts consist of long walls of text, they can cause your target audience to lose interest. One of the best ways of making your content shareable is by adding visual elements. Instead of plain text, consider turning your articles into infographics. 

Also, use imagery to improve your blog posts. If you are marketing products, showcase them with high-quality, visually appealing photos. Videos can also be a good choice for breaking the monotony in your content. 

Humanize Your Content

Storytelling is a powerful strategy for showcasing the human side of your brand and demonstrating to your audience that you care. For instance, you can add quick video interviews of your employees on social media. You can also share the founding story of your business to show the human and authentic side of your business. 

For people to be inspired to share your content, it must deeply resonate with them. Therefore, a bland script won't work.

Leverage a Trend

Content that reflects the latest trends and addresses trending news receives the highest engagement on social media. To drive more engagement and shares, focus on creating content that trends. However, don’t sacrifice your identity and your values to jump into trends. 

Customers prefer to buy from brands that stand by their values. When people see that your brand shares similar interests with theirs, they are more likely to purchase from you.

Most Popular Types of Instagram Formats

It is also worth noting that some types of Instagram content are more popular than others. Reels are the most popular type of content on the platform, driven mainly by the algorithm’s preference for this kind of content. To compete with TikTok, Instagram has focused on promoting Reels over the past few years.

However, while reels have the highest visibility, they don't drive the highest engagement. The engagement trophy belongs to the carousel posts, as these receive an average engagement rate of 10.15%. If your goal is to drive engagement, such as shares and saves, consider creating more carousel posts.

The high engagement from carousel posts can be attributed to the storytelling and interactivity that carousel images offer. Therefore, you can use these kinds of posts to tell more about your story or showcase your products.

Final Thoughts

With the Instagram algorithm now rewarding private actions, such as saves and direct messages (DMs), creators must focus on these to elevate their brand to the next level. By following the steps outlined in this guide, you can increase the number of saves, shares, and DMs, and therefore, drive more engagement.