Instagram engagement metrics might be getting a major glow-up. In a recent AMA, Adam
Mosseri (yes, the Head of Instagram himself) hinted that the platform could one day start
counting screenshots as engagement. His exact words? “I’ll see. I’ll talk to the team and see what they think.”

It sounds casual, but if this actually happens, it could shake up the way creators, brands, and
marketers measure success on Instagram.

Wait… Screenshots Count as Engagement? (Seriously?)

Think about it: how many times have you screenshotted a post because it resonated with you? Maybe it was a secret crush, a diy material, or that one meme you just had to send to your group chat at 2:45 a.m. Screenshots are like the silent nod of approval, people may not like, comment, or share, but they cared enough to save it in their photo gallery.

Up until now, Instagram has only measured engagement through likes, comments, shares, saves, and story interactions. But let’s be honest here, screenshots are happening way more
than we admit. It’s taboo at this point, honestly.

How would it impact brands and creators

If Instagram starts counting screenshots as engagements, here’s what could change:

● Deeper insights into content performance. Not everyone interacts publicly (mysterious era where?). Screenshots could uncover “hidden engagement” that metrics often miss.
● More value for evergreen content. Tutorials, product recommendations, or quotes that people screenshot could finally get the credit they deserve.
● A new layer for influencer marketing. Brands could start valuing creators whose content is so good it gets privately shared, not just publicly liked. In other words: screenshots = proof your content lives beyond the feed.

But How Would Instagram Even Track This?

I know, right? This is where things get tricky. Screenshots are private actions. For Instagram tomeasure them, they’d need to either:

● Integrate a system within the app that recognizes screenshots, or
● Provide creators with anonymized data (so no, it won’t show who screenshot your post
so worry not, your secret crush is safe).

Mosser didn’t give details, but if Instagram pulls it off, it would add a fascinating new trick to the mix.

What do we think?

Counting screenshots as engagement could totally change the game. Not every impact shows
up as a like or comment. For now, it’s still just an idea floating in Instagram HQ. But if it happens, expect content strategy (and influencer marketing reports) to evolve in a big way. Because let’s face it: if you’ve ever screenshotted a post instead of liking it, you already know.

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