Instagram's Head, Adam Mosseri, Just Shared New Performance Insights. Here's What Actually Matters.
- Ashley Gould
- Jun 1
- 3 min read
Every few months, Instagram's Head, Adam Mosseri, drops a few insights that send marketers scrambling to rethink their entire strategy.
This week was one of those weeks.
In a recent video, Mosseri shared updated guidance around Instagram performance insights and how creators and businesses should be evaluating their content.
And honestly?
It's good news for anyone tired of obsessing over likes.
The Biggest Shift: Stop Looking at Vanity Metrics
For years, businesses have measured success by asking:
How many likes did we get?
How many comments did we get?
Why didn't this post go viral?
But Instagram continues to move toward measuring what actually matters:
How many people did your content reach? Did people engage with it? Did it cause them to take action?
That's a much more meaningful conversation.
Because let's be honest:
A post with 25 likes that generates three inquiries is far more valuable than a post with 250 likes that generates nothing.
Reach Is Your New Best Friend
One of the biggest takeaways from Mosseri's recent update is the importance of understanding reach.
Reach tells you how many unique people saw your content.
Why does that matter?
Because if people aren't seeing your content, they can't engage with it.
And if they can't engage with it, they certainly can't become customers.
At Cinis Marketing, we've been saying this for years:
Visibility is step one. Conversion is step two.
Too many businesses celebrate step one and forget about step two.
Not Every Post Has the Same Job
This is where many businesses get frustrated.
They expect every post to:
Go viral
Generate leads
Build trust
Educate
Entertain
Convert
All at the same time.
That's not how content works.
Some posts are designed to:
Increase reach
Build awareness
Educate your audience
Showcase expertise
Drive inquiries
Each serves a different purpose.
When you start measuring content based on its intended objective, your analytics suddenly make a lot more sense.
Saves and Shares Continue to Matter
Instagram continues to reward content that people find valuable enough to save or share.
Think about your own behaviour.
When was the last time you saved a post?
Probably because it taught you something.
When was the last time you shared a post?
Probably because it resonated with you. Those actions signal value.
... And value is exactly what Instagram wants more of.
What This Means for Businesses
The takeaway isn't to panic and redesign your entire strategy.
The takeaway is simpler:
Create content worth consuming.
Create content that:
Answers questions
Solves problems
Educates
Entertains
Starts conversations
Because the algorithm is becoming increasingly good at identifying content people genuinely care about.
The Cinis Marketing Perspective
Whenever Instagram releases new insights, businesses tend to ask:
"What should I post now?"
But that's usually the wrong question.
The better question is:
"What does my audience actually need from me?"
Because while algorithms change constantly, good marketing rarely does.
Helpful content works. Authentic content works. Strategic content works.
The platforms may evolve.
Human behaviour doesn't.
Final Thought
Adam Mosseri's latest insights are another reminder that social media success isn't about chasing every trend or obsessing over every metric.
It's about understanding what your content is trying to accomplish and measuring success accordingly.
Because at the end of the day, likes are nice.
But the results are better.
And that's a metric we can all get behind.
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