Inside an Instagram meme empire's strategy to get in your DMs

Sam Graviet is the creative director of brand partnerships at Doing Things.

Josh Sears.

• Instagram is in its sharing era.
• Doing Things, a meme-focused media firm, is crafting videos to drive sharing in group chats and DMs.
• Making videos shareable is all about focusing on "universal truths," creative lead Sam Graviet said.

Instagram creators don't just want your likes. They need you to DM their posts to your friends.

Doing Things, the company that runs accounts like Overheard and Recess Therapy...