Instagram head Adam Mosseri debunks the myth that direct messages boost your content reach

Instagram chief Adam Mosseri has moved to directly address a persistent rumour circulating amongst creators and casual users alike: that sending direct messages increases the reach of your content on the platform. His verdict is unambiguous — it does not.

Mosseri sets the record straight

"There's a rumour out there that if you DM people, you're going to get more reach," Mosseri said in the video. "And I just wanted to be clear that that is not the case."

He acknowledged that direct messages hold genuine value for maintaining relationships and staying connected, but made clear they carry absolutely no algorithmic weight when it comes to content visibility.

Why the myth spread

The misconception appears to have grown from a misreading of how Instagram's algorithm actually works. Engagement activities do influence reach — likes, comments, and saves all contribute to a post's visibility.

Direct messages, however, operate entirely outside the platform's public engagement ecosystem. They are private interactions that the algorithm neither tracks nor rewards.

Creators who conflated "engagement helps reach" with "all interactions help reach" may, without realising it, have helped perpetuate the myth.

What actually drives reach

Mosseri has grown increasingly forthright about the factors that genuinely influence content visibility on Instagram. Saves and shares carry the most weight, followed by meaningful comments and watch time — a framework that stands in stark contrast to the direct message myth.

Addressing creator frustration

Mosseri's willingness to address the rumour head-on reflects a broader pattern of transparency he has adopted as Instagram faces mounting pressure from creators frustrated by declining reach and a perceived lack of clarity around how the algorithm operates.

By cutting through speculation directly, he aims to steer creators away from false strategies built on unfounded assumptions.