The Power of Shareable Content
Let’s get real, likes aren’t the only currency that matters on social media anymore. In fact, if you're still measuring success by the number of hearts under your posts, you might be missing the bigger picture.
In 2025, the most valuable kind of engagement isn’t public, it’s private.
The Shift: From Public Metrics to Private Shares
We’ve entered the "send-to-a-friend" era of content. If your posts aren't making it into group chats, DMs, or story shares, you’re likely missing out on the kind of growth that actually makes growth happen.
Why? Because people trust people. A private message from a friend recommending your content holds way more weight than a public comment or a like. This is word-of-mouth marketing at scale, and it’s happening inside the inbox.
According to Instagram’s own data, content shared via direct message is now one of the top indicators of a post’s relevance.
What Makes Content Shareable?
It’s not just about being pretty or polished. Shareable content is:
Relatable – It makes someone say “this is SO me.”
Valuable – It teaches, inspires, or solves a problem.
Conversational – It sparks a reaction or encourages a discussion.
Compact – Quick hits work. Think carousels, memes, short videos, quotes.
If someone can send your post to a friend without needing to explain it: you’ve nailed it.
Why Stories and DMs Matter More Than Ever
Stories are where real-time engagement lives. They feel personal, raw, and direct. When you post a poll, ask a question, or share a behind-the-scenes moment, your audience feels invited in, not just like spectators.
DMs are where trust is built. Whether it's a reaction to a story or a reply to a carousel, the conversation is happening off the grid. And when those conversations happen often, the algorithm notices.
Pro tip: Encourage replies by using calls-to-action like “send this to someone who needs it” or “what do you think?”
How to Lean Into This Shift
If you're a content creator, brand, or business trying to grow in 2025, here’s your to-do list:
Create for conversations, not just clicks.
Design with shareability in mind - especially memes, carousels, and quotes.
Use stories daily to stay top-of-mind and build connections.
Encourage replies and shares with direct CTAs.
Track saves and shares, not just likes.
TL;DR: The Future is Personal
Public metrics are cool, but private engagement is powerful. If you want real growth on platforms like Instagram and TikTok, focus less on the surface stats and more on what people are sharing when no one’s watching.
Want help building content your audience can’t wait to send to a friend? Let’s talk strategy.