Instagram’s priorities have shifted, so forget chasing those likes – it’s all about getting “Sends” now, also known as share rates.

Confused? Here’s the gist: In the past, Instagram rewarded content that evoked strong emotions and sparked comment threads. But now, the goalpost has moved. Instagram’s Chief Adam Mosseri is further urging creators to focus on content that gets shared – the kind of posts that people just have to send to their friends.

One way Instagram has been underlining this is with its new sends display counts underneath posts, which have been rolling out to more users recently. Additionally, Instagram is giving creators the option to “Hide Share Count” for the sake of their metrics privacy.

In a nutshell, authenticity is key. Creating content that resonates with your audience is the recipe for “Sends” success on Instagram.

You can read more here, and here as well.