According to Instagram's CEO, users now share more content via direct messages daily than they post to the public feed. This fundamental shift makes 'shareability' the most critical metric for creators aiming for growth, prioritizing content that compels users to send it to friends.

The true measure of success for short-form video isn't just views, but private shares. To get your content shared in DMs or Slack channels, focus on creating highly shareable content with a strong 3-second hook, compelling storytelling, and a clear loop or CTA.

Conventional engagement metrics like likes and shares are often misleading. A more valuable indicator of content quality is dwell time. In an environment where users can easily skip content, their choice to spend more time with an ad is a powerful behavioral signal that the message is resonating.

Vanity metrics like views don't drive business results. A better approach is to focus on "conversation metrics"—the quality and quantity of interactions in comments and DMs. Speed and personalization in responses build relationships and are a stronger indicator of impact.

View counts can be misleading. Prioritize analyzing competitors' content with high shares and comments. These metrics reveal what truly provides value and sparks community conversation, offering a more reliable blueprint for your own content strategy.

At MANSCAPED, organic social is not measured by direct sales attribution. Instead, its success is defined by its ability to generate earned media, build brand recognition, and foster community. This mindset allows the team to focus on creating culturally resonant content rather than just promotional posts.

Likes and comments are superficial vanity metrics. The true measure of a campaign's impact lies in saves and sends. A 'save' indicates a user's intent to revisit and use the information (e.g., a recipe), while a 'send' shows the content was compelling enough for a personal recommendation, representing a far stronger form of engagement.

Social media algorithms value time spent more than passive engagement like "likes." To increase your visibility with target prospects, engage in back-and-forth conversations in their direct messages. This signals to the algorithm that your relationship is important, making it more likely your content will appear in their feed.

While charts rank podcasts by overall downloads, the "most shared" list highlights content that inspires active listener evangelism. This suggests a different, potentially more valuable, form of audience connection that top-level rankings may obscure, offering a key insight for content creators.