✉️ Welcome to the BPM Newsletter - Business, Performance, Marketing insights for DJs and creative entrepreneurs​
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The metric Instagram just told us matters more than likes.

Most DJs are still chasing likes.

Instagram doesn't care about likes anymore.

The platform confirmed this year that shares through DMs are now one of its most important ranking signals. When someone sends your content to a friend privately, Instagram reads that as a sign your post is genuinely valuable - and pushes it further.

Think about what that means.

Not a like. Not a follow. Someone cared enough to tap Share, find a contact, and send it.

That's a completely different level of intent.

What a DJ post looks like when it gets shared in DMs.

It isn't a flyer.

It isn't "great night last night at [venue name]."

It's the post where a DJ sees something and thinks - my mate needs to see this.

The mistake I see DJs make constantly is creating content for the person in front of them. The follower who already likes them. The crowd that's already watching.

The posts that get shared in DMs are the ones that feel like they were written for someone who doesn't know you yet.

Content that calls out a real problem. Teaches something unexpected. Says something true that nobody else is saying.

That post gets sent. That post gets reach. That post gets you in front of promoters who had never heard your name.

One thing to do this week.

Look at your last five posts and ask one question.

Would someone send this to a friend?

If not - that's your answer. Not a content problem. A clarity problem.

Your profile either makes a stranger want to share it or it doesn't. The BrandOS Audit shows you exactly what it's saying to someone who lands there cold.

Two minutes. £19. More useful than a month of posts nobody's forwarding.

Run it with the link below

Thanks for taking the time to read this weeks newsletter see you next Thursday.

Paul Hutchinson CEO, Rockin Social Media Agency Follow the journey: