Adam Mosseri has been explicit: Shares are the most important metric for Reels success. Not likes. Not comments. Shares. Understanding this changes your entire content strategy.
The New Engagement Hierarchy
- Shares/Sends: Most impactful—brings users back to the app
- Saves: Second most important—indicates lasting value
- Comments: Especially substantive ones
- Likes: Now the weakest signal
Content That Gets Shared
"This Is So Us" Content: Relatable content that makes people think of specific friends.
"We Need to Go Here" Content: Travel, restaurants, experiences for making plans.
"Did You See This?" Content: Surprising or shocking conversation starters.
Content That Gets Saved
Reference material like tutorials, recipes, itineraries. Inspiration collections like outfit ideas, decor inspiration, career advice.
Key Takeaways
- Shares are the #1 engagement signal in 2026
- Create content people want to send to specific friends
- Include prompts that encourage sharing and saving
- Measure share and save rates, not just likes
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ReelRise Editorial Team
Expert insights on short-form video growth strategies, backed by AI analysis of millions of viral videos.