Why Direct Messages are So Valuable on Instagram
Here’s the thing, when Meta says do something, you should do it. Regardless of all the reasons I’m about to share with you in this blog post, Meta has said that they are focusing heavily on direct messaging on Instagram. Just like back in the day when Facebook groups were the “thing” and if you wanted reach, you had to have a FB group… well Instagram wants you in the DMs, so slide on in there!
But if you want more justifiable reasons for why you should be all in on DMs – maybe your boss needs proof or you’re just trying to understand for yourself why this even matters – here are the reasons why DMs are so important right now.
Direct Messages are PERSONAL Interactions
This is important because Instagram is very much a one-to-one relationship. How you interact with my content determines where my content ranks in your feed. Popularity of a post does have a small impact (more so on Reels) but the biggest determination of content placement is your behavior with my content.
Direct messages create a PERSONAL interaction. Instagram looks at these as you and I having a real world conversation. It means we are more important to each other than other accounts you don’t send DMs too. Therefore, my content will appear higher in your feed. Or your content will appear higher in your followers’ feeds when you have DMs with them.
This is algorithmic PREFERENCE. And in a world where reach and engagement is down on Instagram, this is an “easy” way to boost your content performance.
Of course, beyond this algorithmic advantage, the fact that you’re having actual conversations with your audience means you’re building real relationships with them too. They’re connecting with you and your brand. They feel seen and heard. They get their questions answered. They get information they need. They get to experience your brand personality. All of this leads to brand loyalty and trust.
It’s also worth pointing out that consumers want to chat with your brand. They want to reach out for help and information. In fact, many consumers rely heavily on private messaging on social media as a means of customer service. They expect to resolve complaints and issues, they expect answers to their questions. If you’re not equipped to handle these requests or respond appropriately, you can be harming your brand reputation and losing customers.
As a result, you want to make sure that your team (your marketing agency, your intern, your marketing director, whomever) is prepared and properly trained on customer service responses, frequently asked questions, and more. If they aren’t the ones who can or will answer those messages, make sure you have a process in place to direct those message notifications to the right people on your team so they get answered in a timely manner.
If you can do this and manage your messages and build those relationships, you’re well on your way to getting more reach, more leads, and more sales.