Instagram Quietly Makes Share Counts Public

The newly public metric is emblematic of the growing importance of shares in social strategy

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Instagram has made public the number of times a post is shared—a metric that previously brands and creators could only see on the platform’s backend—indicating the growing importance of sharing as a success metric.

Adweek and several other sources noticed the metric appearing alongside the paper plane share icon earlier this year, with one source noticing public share counts as early as August. Other sources say the feature is not yet visible on their accounts.

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