What it means for a Dubai business
Adam Mosseri has said sends per reach are among the most important signals for reaching new people. A send means someone thought “you need to see this” about your post.
Buying decisions in Dubai are often shared: a couple choosing a designer, a team picking an event company. Posts that one person sends to the other are posts doing sales work.
Example
An event company posts “five questions to ask a venue before you sign” as a carousel. Event managers send it to colleagues planning the same kind of event. The post reaches far beyond its followers.
Common mistake
Asking people to “share this post” without giving them a reason. Make something worth sending to a specific person. The send follows.