Are Instagram Shares Really The Most Important Metric?

Are shares on Instagram really the "most" important metric? According to, now multiple comments, from IG head Adam Mosseri, yes they are.

But... are they?

Sure. If that's what matters most to you.

Shares are an indication to Instagram (or any platform) that your post is valuable and worth distributing to more people. The more people that share it, the more they tell the platform this is content that is worth consuming.

Which is great! If you want reach and distribution only.

I could post a super funny video about me tripping on my own feet. Or I could post a super relatable post about being a parent. Those posts could get TONS of shares and get widely distributed.

Hooray!

But what does that do for my business?
Are any of those people related to my brand audience?
Will that convert any sales?

Shares are great. And yes, they should be one metric you look at. Especially for your top of funnel, awareness content.

But what I care about more?

Saves

When someone SAVES my post, that tells me that it was VALUABLE to them - my target audience, my customer, my potential client. They found that post helpful, educational, informative, interesting, or worthy of a reminder to buy something.

Saves mean that person cares enough to want to come back and consume your content AGAIN.

From a business perspective and for conversions, THAT is much more valuable than shares.

So, yes, shares matter. And algorithmically they help post performance overall. But in the grand scheme, they are not the metric I care most about.