Fitness and Health
Instagram Sends Per Reach: What It Is, How to Calculate It and How to Get More Shares
What is "sends per reach" on Instagram? It is the number of times your post was shared (sent in DMs or shared out) divided by the number of accounts that saw it. Instagram head Adam Mosseri said in an October 26, 2026 interview that it is the key signal for reaching people who do not already follow you, and that it is coming to Insights. [1] You can work it out yourself today.
Short answer
- Formula: shares ÷ accounts reached.
- Why it matters: sends push your post to new people.
- How to raise it: make posts that someone would send to one specific friend.
- Check: your last 10 posts, then make more like your top 2.
Why sends beat likes
This Week in Social Media's summary of the interview said DMs are where sharing happens on Instagram: more photos and videos get sent in DMs than get posted to Stories or Reels. [1] "Every send puts your post in front of someone new. A like doesn't." [1]
How to calculate it (original)
- Switch to a free professional account if you have not (Settings > Account type and tools).
- Open a post and tap View insights.
- Note Shares and Accounts reached.
- Divide shares by accounts reached.
- Multiply by 100 for a percent.
Example: 30 shares ÷ 1,500 reached = 0.02, or 2%.
Do this for your last 10 posts in a notes app or spreadsheet. Your average is your baseline. Aim to beat it.
12 post ideas built to be sent (original)
For friends:
- "Tag the friend who..." memes in your niche.
- Relatable before and after: "Me on Monday vs me on Friday."
- Group trip ideas: "5 cheap weekend trips from [your city]."
For tips:
- A three slide skincare routine for one skin type.
- A price breakdown: "What I spent on a week of groceries."
- A step by step outfit formula with links.
For places:
- "Best coffee spots to work from in [city]."
- "Date ideas under $20."
- A map of a neighborhood walk.
For opinions:
- A hot take in your niche, said kindly.
- "Things I stopped buying and don't miss."
- A myth vs fact carousel.
Make it easy to send (original)
- Clear first slide. People decide in a second.
- One idea per post. Too much and nobody knows who it is for.
- Readable text. Big font, high contrast.
- A light nudge. "Send this to the friend who needs it" works if it is true.
- Save it for later. Good tips get saved and sent.
Timing still helps a little
Buffer's September 2026 study found the best times overall were Thursday 9 a.m., Wednesday 12 p.m. and Wednesday 6 p.m., and Mosseri has suggested posting 30 to 60 minutes before your audience comes online, according to Buffer. [2] Buffer is a commercial scheduling company, and timing matters less than content.
What not to do
- Do not beg for shares on every post. It wears thin.
- Do not use engagement groups where people share each other's posts by agreement. It does not build real fans.
- Do not copy viral posts word for word. Mosseri has repeatedly pushed original content.
Track it monthly
Keep a simple table: post, shares, reach, sends per reach. Once a month, look at the top three. What do they have in common? Do more of that.
Sends per reach vs other numbers (original)
| Metric | What it tells you | |---|---| | Sends per reach | Is this worth passing on? | | Saves | Is this useful later? | | Comments | Did it start a conversation? | | Likes | Did people enjoy it quickly? | | Reach | How many saw it |
Mosseri's point is that sends are the one that helps you reach new people. The others still matter for how your followers feel about you.
Quick takeaway
Sends per reach = shares ÷ accounts reached.
Mosseri called it the key signal for reaching non followers in October 2026.
Make posts someone would send to one friend: tips, places, relatable moments.
Check your last 10 posts and do more of your top 2.