On Instagram Insights, the term indicates how many times individuals tapped the paper airplane icon (Direct Message) to share a post, story, reel, or IGTV video with another user. It represents a direct endorsement of the content, as users actively choose to disseminate it within their personal networks via private messaging. For example, a high number suggests the content resonated strongly and was deemed worthy of being seen by a user’s friends or followers.
Tracking this metric is valuable because it provides insight into the content’s shareability and its potential to reach a wider, more targeted audience. Unlike public shares or saves, it reflects a private, considered decision to recommend the content. Analyzing which posts generate a higher number of these actions can inform future content strategy, leading to greater organic reach and engagement. Historically, understanding sharing patterns has been a key element in viral marketing strategies, and this metric offers a direct, measurable way to evaluate that potential on the Instagram platform.