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Rockin Social Media Agency

Your likes don't mean what you think they mean.

Published 25 days ago • 1 min read

✉️ Welcome to the BPM Newsletter - Business, Performance, Marketing insights for DJs and creative entrepreneurs​
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Adam Mosseri (the CEO of Instagram) just said something that should change how every DJ posts on Instagram.

Shares now drive reach more than comments. More than watch time. More than likes.

Read that again.

Shares now drive reach more than comments. More than watch time. More than likes.

For years we've been told to chase comments. Get people talking. Reply to everything. And yes, that still matters. But the signal Instagram is pumping reach into right now is the share. The DM forward. The "you've got to see this" moment.

Think about why. A comment is public performance. A share is private conviction. When someone sends your Reel to a mate at 1am, Instagram sees the strongest possible vote: this is worth interrupting someone's night for.

Here's the problem for DJs. Most of the content I see in our world is unshareable. A clip of you behind the decks. A flyer. A track ID. Nobody is forwarding that to their friend.

Shareable content makes someone feel something they want another person to feel too. A hot take. A nostalgic moment that triggers "remember this?" A piece of advice that reads like a text message. A line that nails exactly what they've been thinking.

This is the distribution problem in one metric. You don't have a talent problem. You've got a content problem disguised as a reach problem.

I broke this down properly in this week's State of Social on YouTube, along with four other things that have shifted in the algorithm this month. Worth seven minutes of your time:

video preview​

Practical takeaway

Before you post this week, ask one question. Would anyone actually send this to a friend? If the answer is no, rewrite it until the answer is yes.

Product mention

One more thing. I've been building something new for DJs who want a proper strategic audit of their social presence, measured against everything that's shifted in the algorithm this year. It's called Amplify Pro. Twelve months of data, a 30-day action plan, and a clear picture of what to fix first.

Enjoy the rest of your week and remember, Keep it shareable. See you next Thursday.

Paul

Alcazaba Lagoon, Estepona, Malaga, Spain
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Rockin Social Media Agency

Paul Hutchinson CEO & Founder

I help DJs turn their talent into a brand that gets them booked, followed, and paid — and finally recognised for what they're worth.35 years behind the decks. Now I help DJs solve the problem nobody talks about: distribution.Every Thursday, BPM delivers one idea to help you build a DJ brand that works while you're not in the room.

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