The DM Is the New Viral

When someone shares a post to their story or drops it in a group chat, they’re doing more than engaging—they’re endorsing. They’re saying, “This made me feel something. I want you to feel it too.”

That’s not a passive scroll. That’s a moment of real connection.

If a like is someone giving you a polite nod on the street, a DM share is them pulling you aside and saying, “You’ve gotta see this.”

Think about it: how often do you send something to your close friends that you didn’t care about or believe in? You’re putting your own stamp on that content. That’s why it matters so much more than a passive like.

Not All Engagements Are Created Equal

The way most marketers calculate “engagement rate” is flawed. It lumps everything—likes, comments, saves, shares—into one tidy number. But that treats a like the same as a share. And they’re not even close.

Let’s break it down:

• A like = quick and often subconscious. Low effort.
  
• A comment = a bit more thoughtful. Someone had a reaction worth typing.
  
• A save = the content had long-term value. They want to revisit it later.
  
• A share (especially in the DMs) = they had to pass it on. That’s emotional impact.
  

One way to visualize it? Think of it like your birthday.

• A like is someone texting you “happy birthday.”
  
• A comment is a handwritten card.
  
• A save is someone mailing you a gift.
  
• A DM share? That’s someone showing up to your dinner, in person, with a gift in hand.
  

It’s presence. Intentionality. Real value.

This Is What the Algorithms Actually Want

Social platforms are no longer follower-first. They’re discovery-first. That means your content is being pushed to people who don’t follow you, and the system is constantly testing: Is this worth spreading further?

So how do they decide what to amplify?

Simple: they track what gets shared.

Instagram’s own head, Adam Mosseri, has said it directly—create content people want to send to a friend. That’s the metric that moves the needle. TikTok does the same. Their algorithm prioritizes content with high share and DM activity. Why? Because that’s what keeps people on the app.

So if you’re getting a thousand likes but barely any shares? That content didn’t hit.

If another post gets 100 likes but also 100 shares? That one is getting pushed harder. Even if the topline engagement number is lower, the signal quality is stronger.

Your Content Needs to Pass the “Would I Send This?” Test

When you’re in the ideation phase, whiteboarding new ideas, the most important question to ask isn’t: Will people like this?

It’s: Would someone send this to a friend?

Would they share it in a group chat? Tag someone in the comments? Use it to make someone laugh? Feel seen? Learn something?

If not, it might get views, sure. But it won’t travel.

The key to virality is sharability. The type of content that sparks a reaction big enough that someone feels the need to share it with someone they trust. And that doesn’t happen with surface-level posts.

This Is Also Why Bots Are Ruining Your Metrics

Let’s be real. You can buy likes. You can run cheap engagement ads and inflate a few numbers. But you can’t fake saves and shares. That’s what makes them the ultimate filter.

If your post gets 5,000 likes but only 2 shares? That’s noise.

But if your post gets 500 likes and 300 shares? That’s a banger. Even if it looks “smaller” on paper, it’ll go farther. Because the platform sees what your audience actually cares enough to share.

How to Actually Make Shareable Content

It’s not about going viral for the sake of it. It’s about making something worth sharing. That might be:

• A bold take that sparks debate.
  
• A super-clear breakdown of a complex topic.
  
• A meme that captures a moment perfectly.
  
• A visual that hits so hard it feels personal.
  

If it’s informative, emotional, hilarious, or dead-on relatable—you’re in business.

And don’t forget to optimize for non-followers. That’s who the algorithm is showing your content to. So avoid inside jokes that only your core audience will get. Think broad but not bland.

TL;DR: Shares = Gold

If you want to crack the code on growth, stop obsessing over vanity metrics. Start paying attention to what gets shared in the DMs.

Likes are nice. Comments are flattering. Saves are a bonus. But shares? Shares are everything.

That’s how you know your content didn’t just exist—it mattered.

Want more insights like this?

Keep up with the latest in social strategy by checking out The Business of Social Podcast. It’s hosted by STN Digital’s CEO, David Brickley, and packed with real advice from people shaping the future of media.