How to Share to Instagram Direct

Sending a post or video straight to a friend’s Instagram inbox is a powerful way to make your content feel personal. It goes beyond the public feed and creates a direct, one-on-one conversation. This guide will walk you through exactly how to share content to Instagram Direct Messages, from a simple post in your feed to inspiring content you find elsewhere online.

Understanding the Power of the "Paper Airplane"

You've probably seen it a thousand times: the little paper airplane icon sitting below every Instagram post, Reel, and next to Stories. This is your gateway to sharing. While it has multiple functions, its primary purpose is sending content directly to another user's inbox. Using it effectively can transform how you network, engage with your audience, and even work with your team.

Unlike sharing a post to your Story for all your followers to see, sending it to a DM is a focused, intentional action. It says, "I saw this and thought of you specifically." For brands and creators, this personal touch is a game-changer for building real relationships.

How to Share an Instagram Post or Reel to Someone's DMs

This is the most common form of sharing on Instagram, and thankfully, it's incredibly straightforward. Whether it's a stunning photo, a valuable carousel, or a hilarious Reel, the process is the same.

Step-by-Step Instructions:

1. Find the Post or Reel You Want to Share: This can be content from your own feed or from another account that you follow.
2. Tap the Paper Airplane Icon: Located directly underneath the photo or video, next to the comment and like buttons.
3. Select a Recipient: A menu will pop up with a search bar and a list of your frequently contacted accounts. You can:
   • Tap a suggested user: Quickly send it to people you DM often.
   • Search for a user: Type the username of the person you want to send it to. As you type, their profile will appear.
   • Create a Group: You can select multiple users at the same time to create a new group chat instantly. This is great for sharing an idea with a team or an inside joke with friends.
4. Add a Personal Message (Optional but Recommended): Once you select a recipient, a text box appears at the bottom. Always add context. A simple "This made me think of you!" or "Check out their awesome editing style" makes the share feel much more personal than just sending a post with no explanation.
5. Tap "Send": That's it! The post or Reel will appear in your DM conversation, where the recipient can view it and respond directly.

A great example for a business is seeing an amazing piece of user-generated content (UGC). You can quickly DM that post to your marketing team with a message like, “We should feature this person next week!” facilitating a quick, visual conversation.

How to Share an Instagram Story to a DM

Stories provide a quick, ephemeral way to share moments, and you can send them directly to someone's inbox just as easily as a feed post. You might do this to get a friend’s opinion on something before posting it to a wider audience or to share a brand's limited-time offer with a client who'd be interested.

Sharing Someone Else’s Story:

• While viewing their Story, look for the paper airplane icon in the bottom right corner.
• Tap it, select your recipient(s), add an optional message, and hit "Send."
• Note: You can only share stories from public accounts. If an account is set to private, you won’t see the option to share it.

Sharing Your Own Story:

• Once your Story is live, you can view it and find the paper airplane icon in the bottom right.
• Tapping this allows you to send your own live Story to specific people, which can be useful for sending reminders or personalized updates.

How to Share Content from Outside of Instagram

One of the most underutilized features is sharing content from other apps and websites directly into an Instagram DM. This is perfect for sharing an interesting article, a funny TikTok, or a product link with a contact on Instagram without disrupting your conversation flow. The process relies on your phone’s built-in sharing features.

For iPhone (iOS Share Sheet):

1. Navigate to the content you want to share (e.g., a Safari article, a YouTube video).
2. Look for the Share icon (a box with an arrow pointing up). Tap it.
3. In the pop-up list of apps, scroll until you find Instagram. Tap it.
4. A new screen will open, looking identical to the in-app sharing menu. You can then select a recipient from your contacts, add a message, and send the link directly.

Pro Tip: If you don’t see Instagram in your sharing options, scroll all the way to the right and tap "More." You can then edit the list to include Instagram for quicker access next time.

For Android (Android Share Hub):

1. In the app or browser page with the content you want to share, find and tap the Share icon.
2. Your phone will bring up a list of available apps. Find and tap on the Instagram icon.
3. This will open a list of your Instagram contacts. Select the person or group you want to message.
4. The link will be sent to them as a direct message immediately. (Note: On some Android versions, you may be prompted to add a message first).

Beyond Socializing: Strategic Ways to Use DMs for Your Brand

Sharing content via DM isn't just for sending memes to friends. For businesses, creators, and marketers, it's a strategic tool for building community, providing excellent customer service, and streamlining internal workflows.

1. Exceptional Customer Service

A customer messages you asking where to find a specific product on your website. Instead of just replying with the product name, use the share feature. Go to the product page on your mobile browser, tap the share icon, and send the link straight to them in the DM. This removes friction and makes it incredibly easy for them to purchase.

2. Personalized Engagement and Community Building

When a follower tags your brand in an amazing post, share it back to them in a DM with a message like, "Wow, we loved this! Thank you so much for sharing." It's a small gesture that makes the follower feel seen and appreciated far more than just a public like or comment.

3. Conducting Giveaways and Contests

Boost your engagement by incorporating DMs into your contests. A common and effective strategy is to ask followers to enter by sharing one of your posts or Reels to their story and sending it to one friend via DM. This leverages the power of direct sharing to spread your brand’s reach through trusted recommendations.

4. Networking and Collaboration

Found a creator you’d love to collaborate with? Don't just comment "Let's work together!" on their latest post. Send them one of their own posts that resonated with you, accompanied by a thoughtful message. For example: "This post was brilliant. I love what you did with [specific detail]. I have an idea for a collaboration that I think our audiences would love. Are you open to chatting?" It puts the focus on them and shows you've done your research.

5. Internal Content Curation and Strategy

Create an "Inspiration" group chat on Instagram with your marketing or creative team. Whenever a team member sees a great Reel, a competitor's innovative campaign, or just gorgeous visual inspiration, they can share it directly with the group. This creates a living mood board directly inside the app where you spend all your time, keeping ideas organized and sparking creativity without disrupting workflow with emails or Slack messages.

Best Practices for Sharing to Instagram DMs

To make sure your sharing is effective and welcome, keep a few simple rules in mind.

• Add Context, Always: The single most important rule. Never just send a post floating into someone’s inbox. Explain why you’re sending it. It turns a cold piece of content into a warm start to a conversation.
• Keep It Relevant and Personalized: Don't mass-send the same post to dozens of people. Tailor your shares to the individual. Just because you found a post interesting doesn’t mean everyone on your contact list will. Think about whose day it will genuinely brighten or whose problem it will solve.
• Don’t Be Spammy: Respect people's inboxes. Sharing via DM is intimate. Overusing it can feel invasive, especially if you’re a brand. Use it for high-value interactions, not for a daily newsletter. Once a week with something highly relevant is better than five times a day with generic content.
• Move Conversations Forward: Use the shared content as a springboard. Ask a follow-up question. "What did you think of the way they shot that video?" or "Have you tried this recipe before?" The goal isn't just to share, it's to connect.

Final Thoughts

Mastering how to share content to Instagram Direct is about more than just knowing where to tap the paper airplane icon. It's about understanding that direct messages are the platform's primary space for building genuine connections, whether you're trying to deepen a friendship or build brand loyalty.

As you begin leveraging DMs for more strategic brand communications, keeping up with replies across multiple accounts can quickly become a challenge. At Postbase, we designed a single, unified inbox that gathers all of your comments and DMs from all your platforms in one clean view. It helps our users stop jumping between apps and respond to their community efficiently, ensuring no important conversation gets missed.