Hope you’re beating the heat as Q3 kicks off! 🔥

Get more interactions and get more love from the algorithm.

This concept has been a staple of social media for 10+ years. That’s why engagement metrics (Likes, Comments) are priorities for brands and creators.

But those priorities may change based on new recs from the head of Instagram.

In a recent Q&A, Instagram chief Adam Mosseri noted that the platform’s algorithm is increasing emphasis on Shares/Sends:

“More important than watch time or Like and Comment counts is Send Rates … [they] correlate more, in my experience, with overall reach than anything else.”

Why? IG wants more share-worthy content and less engagement bait.

The idea is that Shares/Sends are a signal that a post is meaningful. Contrast this with random Likes and negative comments that boost “bad’ content.

So, what should brands make of this? Our takes below: 👇

• Present content as “newsworthy” whenever possible. Product launches and announcements are prime candidates for scoring Shares/Sends.
• How-to and explainer content is always fair game. Note how routine and factoid-heavy videos often have high volumes of shares.
• Think of Sends/Shares as social shopping bookmarks. These actions signal high intent and legitimate interest from customers. If you aren’t already, track them! This applies on IG and TikTok.

Check out the full story here!

25 million views on a single creator video is seriously impressive!

And we’re thrilled to highlight how Statusphere creator (!!!) @jillian.pickard nailed it with her Covergirl collab showing off the brand’s perfect summer lip combo.

She seamlessly shows off so many products in a matter of seconds, applying the various shades to both her skin and lips. Quick edits and overlay text explaining the products’ key qualities are a nice touch to keep viewers engaged.

Coupled with chill music and ASMR vibes, we were really feeling this video. As were countless commenters who couldn’t wait to try the combo themselves!

Given the popularity of ASMR content on TikTok (30+ million videos), this is a shining example of how creators can hop on trends without missing a beat.

What we love: 

• The video is simple. Quick edits and off-the-cuff footage help this TikTok balance authenticity with entertainment value.
  
• A wide range of products are featured. The creator makes this video appeal to a larger audience simply by highlighting multiple products. In short, there’s something for everyone. 
  
• Virality despite follower count. Again, earning 25 million views with 34k followers is super impressive. This simply goes to show how micro and power-middle influencers can earn massive reach despite being “smaller.”

Check out the full video here!

Photo Credit: @jillian.pickard

Social news moves fast! Here are a few headlines to keep you in the loop: 

• 🤳 TikTok makes repurposing UGC easier with watermark-free downloads.
  
• 🎥 Instagram now offers private live-streaming for your Close Friends list.
• 🛍️ TikTok’s “Deal for You Days” looks to compete with Prime Day.
• 🎂 Threads shares new user insights to celebrate the app’s 1st birthday.  
• 👀 New data from Salesforce claims that marketers rely on 10 customer engagement channels on average. Does that sound about right?
• 💬 Instagram is testing new chat widgets to encourage users to spend more time in their DMs.

Check out these resources from Statusphere that you might have missed: 

• How to Scale an Influencer Community (100+ Creators, 90 Days)
• Influencer Community Management: 5 Ways to Reduce Campaign Chaos
• CPG Influencer Marketing: 5 Tactics Every Brand Should Try
• Influencer Relations: How to Build Personalized Creator Connections
• Influencer Recruiting & Vetting: 4 Ways to Automate Both at Scale

We’ll be back next month with more tips to enhance your digital marketing strategy!