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social-strategy
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July 14, 2026
•5 min read
Instagram's DM share signal now drives 3 to 5 times more reach than likes
The platform has fundamentally rewritten what 'engagement' means. Confirmed by Adam Mosseri in January and still the dominant signal in July 2026, DM shares dictate non-follower reach, forcing brands to rethink every piece of content.
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