Why Instagram Still Relies on Likes Over Saves, According to Adam Mosseri

Instagram’s algorithm determines what content gets seen, making it essential for marketers and creators to understand which engagement metrics truly matter. Many social media strategists have argued that saves signal stronger user intent than likes, as they indicate a deeper interest in the content.

However, Instagram still prioritizes likes as a key ranking factor. In a recent Instagram post, Adam Mosseri, the head of Instagram, explained why the platform continues to rely on likes over other engagement signals like saves.

1. Likes Are a More Universal Engagement Signal

Mosseri pointed out that likes are the most widely used engagement action on Instagram. While saves are valuable, they are much less common across the platform. Most users engage with content quickly—double-tapping a post is effortless, while saving requires an additional step.

This means Instagram’s algorithm uses likes as a broadly applicable ranking factor that reflects real-time engagement across all types of users, from casual scrollers to active content consumers.

2. Saves Reflect Specific Use Cases, Not General Engagement

Unlike likes, which apply to almost any type of content, saves tend to be used in specific contexts. Users save posts they want to revisit later—such as educational infographics, recipes, travel inspiration, or shopping items.

While these actions signal deeper interest, they aren’t evenly distributed across different content types. A viral meme or celebrity post may generate millions of likes but very few saves, whereas a business strategy guide or a real estate listing might get more saves but fewer likes.

Because Instagram wants to optimize engagement across all content categories, it cannot rely on saves as a primary ranking factor.

3. Saves Still Matter, But They Play a Supportive Role

While Instagram does take saves into account, Mosseri clarified that they work alongside other signals, such as likes, comments, shares, and watch time. A post with a high save rate may still perform well, especially if users are also interacting with it in other ways.

For example, if a Middle Eastern fashion influencer posts a styling guide, it may receive fewer likes than a viral outfit reel but rank higher in search and discovery if it gets saved frequently.

For a deeper dive into this topic, be sure to check out our Instagram’s Mosseri Debunks Misconceptions About Sponsored Content for additional insights.

What This Means for Marketers in the Middle East

1. Focus on Driving Instant Engagement, Not Just Long-Term Value

Middle Eastern brands and creators who rely heavily on educational or informative content (such as finance, beauty tutorials, or travel guides) should not ignore likes. Even if their content is designed to be saved for later, encouraging immediate engagement (likes and comments) will increase visibility.

2. Adapt Strategies Based on Content Type

Businesses that post high-value, long-form content should still encourage saves, but they must also find ways to generate more likes. One way to do this is by using compelling captions, interactive elements (polls, questions), or carousel posts that encourage quick engagement.

For brands in e-commerce and hospitality, balancing both likes and saves is key—likes help push content to a wider audience, while saves increase consideration and conversions over time.

3. Optimize Content for Instagram’s Algorithm

Since likes remain the dominant ranking factor, Middle Eastern marketers should prioritize thumb-stopping visuals, attention-grabbing headlines, and short-form video content that naturally generate likes.

Additionally, engaging with audiences—replying to comments, using interactive stickers in Stories, and posting regularly—can further boost reach.

Key Takeaway for Marketing Managers

While saves signal intent, Instagram still prioritizes likes as the strongest engagement metric due to their universality and scalability. For Middle Eastern marketers, this means:

• Encourage immediate engagement (likes, comments, shares) instead of just relying on saves.
• Adapt content strategy based on format—educational posts should balance saves with likes.
• Leverage Instagram’s algorithm by optimizing visuals, captions, and interactions.By understanding Instagram’s ranking factors, brands in the Middle East can maximize their reach and engagement while still delivering valuable content that resonates with their audience.