Build Your Tribe · 2026-06-22 · 21 min
In today's episode, Brock Johnson breaks down the real driver behind Instagram's algorithm: shares. While most creators focus on likes and comments, shares - what Adam Mosseri calls "sends per reach" - generate significantly more reach per interaction than any other engagement type. He covers the data behind why shares matter, including figures from an Insta Club study comparing the reach value of each engagement type, and explain what a share actually represents at a human level.From there, Brock walks through the five types of shareable content using the SHARE framework - Simple, Hook-driven, Authentic, Relatable, and Entertaining - and then go deeper into five specific content categories that consistently drive shares: motivational, call-to-arms, relatable, controversial, and timely content. He also covers why purely educational content tends to get saved rather than shared, and concludes with two practical tips for making any piece of content more shareable, including why telling your audience to share - and giving them a reason - is one of the most underused tactics on the platform.
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