Instagram announced in November of 2019 they will begin hiding likes on their platform. By hiding likes I mean, you will no longer be able to see how many people liked Instagram posts. It’ll give you a list of users who liked the photo, but will not tell you how many likes it has. Now, you could go through and count each person who liked it, but really… Who has time for that?
You may be asking why is Instagram doing this? For years, likes on Instagram were used to measure success and popularity for brands, companies, celebrities, and every day users. In recent months Instagram has taken a step back to evaluate how likes feed into bullying on the social app and what steps they can take to reduce it. When announcing the possibility of hiding likes, Instagram CEO Adam Mosseri said that removing likes was "about creating a less pressurized environment where people feel comfortable expressing themselves."
As a Social Media Manager, my main concern was how will this affect our clients on Instagram? Will it decrease engagement? The truth is, we don’t entirely know yet. Since hiding likes is just in a testing phase, not all accounts are affected by it yet, and so far none of our client accounts have had their likes hidden.
I’m interested to see how Instagram will move forward after their testing phase, and if they will go ahead with hiding likes across their whole platform. As a marketing agency, we’re always on the ball with updates and changes to social media platforms, so as Instagram moves forward we will keep you updated!