Once again, Mosseri has given us a gift. Not long ago, we told you that Instagram's statistics had changed a bit, and personally, I have to say that I sometimes struggle to understand them. Apparently, I'm not the only one, because the platform's CEO has made a video explaining which metrics really matter to know if your content is performing or not. Likes and shares should be your guiding lights. First of all, and in case you didn't already know, you can access your insights from your own Instagram profile or from Edits, their app for editing reels. For Adam Mosseri, one of the most important points is that it's not about how much reach you get, but why you get it. What you really need to focus on are engagement rates: likes, saves, comments, how many people have shared it with their friends or uploaded it to their story… In other words, of all the people who saw your post, focus on how many actually interacted with it. However, the importance of these interactions isn't the same for followers as it is for non-followers. Let me explain. "Connected reach," as the CEO of Instagram calls it, is the number of people who saw your content and follow you. You'll appear in this group of users' feeds (almost always); they've chosen to follow your account because they're interested in the content. Therefore, in this case, the most important engagement metrics are likes. They are your audience, and you have to keep them. If they don't like your content, you'll lose them. On the other hand, there's "unconnected reach," which, as you can imagine, is practically the opposite: people who saw your content but don't follow you. These are the ones who discover you in the Reels tab or on the Explore page. In this case, what you need to look at is how many people shared the content with other users, either by reposting or using the share icon. These are the people who make you known to others. When you upload a post, Instagram shows it to a percentage of followers and non-followers. If it works, it gets shown to a larger percentage. And so on. This means that if, in the first stage after publishing the content, the users who see it interact with it, it will reach a wider audience. As a final M4C tip, beyond what Mosseri said in this video, there are other metrics that are also very important. The retention rate is one of them. I don't like to say this, but our ability to pay attention to something is a bit… broken. Therefore, it's not about creating a spectacular hook at the beginning of the video to grab the user's attention. We need to know what they want to hear and, more importantly, how they want to hear it. The longer a user stays to watch your content, the more likely they are to interact with it.