Are Instagram Shares Really the Most Important Thing?

Instagram is one of the most powerful social media platforms, where everyone wants their content to go viral.

But is the number of shares really the ultimate measure of success?

If you are focusing only on shares, you might be missing the bigger picture. Shares are a great way to get more people to see your content. But engagement, watch time, and how well your Instagram ads work are also very important.

So, if you want your Instagram Reel, IGTV video, or ad to perform at its best, let us dive into what Instagram users care about and how to fix it.

Let us first understand the algorithm of Instagram.

How Does Instagram’s Algorithm Work?

Instagram’s algorithm is designed to show users content they are most likely to engage with. It takes multiple factors into account, including:

User activity : If someone engages with similar content, Instagram is more likely to show them your post.

Engagement history : If a person frequently interacts with your posts, your content will appear higher in their feed.

Content type and format : Instagram prioritizes video content, especially Reels and IGTV.

If you know how the algorithm works, you can make content that more people see. Instead of focusing only on getting shares, aim for high engagement across all metrics.

Why Shares Matter—But Are not Everything

It is easy to assume that the more shares your Instagram post gets, the better it performs. Shares do indicate that people find your content interesting enough to spread it. Which helps increase visibility.

However, Instagram’s algorithm looks at more than just shares. It prioritizes content that keeps users engaged, meaning metrics like comments, saves, and watch time can be just as important—if not more.

Let's say you create an Instagram Reel with the perfect Instagram Reel length. But people just scroll past it. Even if a few users share it, the algorithm may not push it further. On the other hand, if your audience watches it multiple times, comments, and saves it, Instagram sees it as valuable content and promotes it more widely.

So, while getting shares is great, they are not the only factor you should focus on.

The Power of Instagram Videos and Watch Time

Instagram prioritizes visual content, particularly video content.

But what’s the ideal Instagram video length?

It all depends on the type of video you are creating.

For example:

Instagram Reels

It should be short and engaging. The best Instagram Reel length is between 7 and 15 seconds. As shorter videos tend to have higher retention rates.

IGTV videos

IGTV videos allow longer-form content. It should be between 2 to 5 minutes for maximum engagement. While IGTV length can go up to 60 minutes, users often drop off after a few minutes.

Instagram Ads

Ads need to capture attention quickly. The most effective Instagram ads are typically between 6 and 15 seconds. These are long enough to deliver a message but short enough to keep viewers engaged.

If your video is too long and people do not watch it all the way through, Instagram may limit its reach. On the other hand, if users stay hooked, Instagram recognizes that and pushes your content to more people.

Engagement: The Real Key to Success

If shares are not everything, what should you focus on?

The answer: engagement.

Likes, comments, saves, and shares are all forms of engagement—yes, shares are still important. But they are only one component. The more engagement your content receives, the better it performs in Instagram’s algorithm.

Here is why:

Comments show deeper interest : If people are taking the time to comment, Instagram sees that as a strong engagement signal.

Saves are powerful : When someone saves your post, it means they found it valuable enough to revisit later. This tells Instagram that your content is worth promoting.

Watch time influences reach : People will be more interested in your content if they watch your videos for longer. This is true for Instagram Reels, IGTV, and ads.

Instead of only asking people to share your post, encourage them to comment, save, and watch until the end. For example, ask engaging questions in your captions, use strong hooks in your videos, and create content that people will want to save for later.

Maximizing Engagement with Instagram Ads

Instagram Ads can significantly enhance your reach beyond organic engagement. These allow you to target specific audiences based on demographics, interests, and behaviors.

Instead of waiting for shares, you can present your content to the right people immediately.

This is how you can maximize the performance of your Instagram ads:

Use short and engaging videos : The best-performing Instagram ads are around 6-15 seconds long.

Include a clear call-to-action (CTA) : Encourage users to like, comment, save, or visit your website.

Test different formats : Experiment with Instagram Stories Ads, in-feed video ads, and carousel ads to see what works best for your audience.

You do not have to rely on organic shares alone when you have Instagram Ads. You can strategically boost your content to reach the right audience, drive engagement, and achieve better results.

Create Share-Worthy Content

Even though shares are not the only thing that matters, they still play a role in increasing reach.

So, how do you create content that people want to share?

You should try these tips :

Make it relatable : People love sharing content that resonates with them. Create posts that speak to common experiences, challenges, or emotions.

Add value : Informative content, such as quick tips or how-to guides, tends to get more shares.

Use eye-catching visuals : Instagram is a visual platform. So high-quality images and videos perform better.

Write engaging captions : A compelling caption can encourage users to interact with your post.

Use trends : Trending topics and viral challenges can improve shareability.

By focusing on engagement and quality content, you naturally increase the chances of getting shares without making it your only goal.

Final Thoughts: What Really Matters?

So, are Instagram shares the most important thing?

Not really.

While they help increase reach, other factors like engagement, watch time, and content quality are just as—if not more—important.

The best strategy is to create valuable, engaging content that keeps users interested. If you want your Instagram Reel, IGTV video, or ad to do well, you need to make sure it fits the right Instagram video length and engagement metrics.

Instead of just chasing shares, focus on creating content that people want to interact with, and the algorithm will take care of the rest.