INSTAGRAM CHIEF REITERATES THAT SENDS ARE NOW A KEY FOCUS

Summary from the TLDR Marketing newsletter

Instagram now prioritizes content that encourages users to share posts via DMs. It has rolled out send count displays to more users to support this. The shift is due to increased user engagement within DMs rather than feed posts. Content creators should focus on making share-worthy content that evokes emotions like inspiration and admiration. Positive, interesting, and humorous content tends to drive more shares.