Why saves and shares matter more than likes

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December 21, 2025

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likes are easy. they’re a reflex. a quick tap before someone keeps scrolling. they feel good, but they don’t really mean much anymore.

saves and shares are different. they require intention. when someone saves a post, they’re saying “this is useful enough that I want it later.” when they share it, they’re putting their name on it and sending it to someone else. that’s a much higher bar than a like.

from the platform’s point of view, this matters. saves signal long-term value. shares signal distribution. both tell the algorithm that your post isn’t just entertaining in the moment, it’s worth resurfacing and spreading. a post with fewer likes but strong saves and shares will often travel further than a post with thousands of empty hearts.

this is why some posts seem to quietly take off days later. they weren’t liked, they were kept. they weren’t applauded, they were passed along.

if you want growth that compounds, stop asking “will people like this?” and start asking “will someone want to come back to this or send it to a friend?” that shift changes everything.

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