Instagram is Hiding Likes in 7 More Countries

Why is Instagram hiding likes? How would they do it? And how would this change affect users, influencers, and businesses on the social media platform? 

Last May, Instagram announced that they’re testing out a new feature design in Canada. This feature is private like counts or hidden likes. Yes, you heard that right. The feature makes the number of likes invisible.

Recently, they decided to expand the test to seven more countries. They wanted to see more on how users from different places react. The countries in the test group are Australia, Brazil, Italy, Ireland, New Zealand, and Japan. If you’re from one of these countries and you’re wondering why your likes have suddenly disappeared from your Instagram feed. You’re in the right place. Read on to find out more about this trending topic.

You might be wondering why is Instagram hiding likes?

Mark Zuckerberg, owner of Facebook and Instagram released a statement. He said: “We want people to be less interested in how many likes a post gets, and focus more on connecting with other people.” 

The social media giant stressed that the goal is to shift the culture of judging posts based on likes. Instead, they wanted to cultivate a more authentic social media platform. They want people to engage in content, without worrying or thinking of the likes. 

It’s no secret that social media poses mental health risks to society, especially the youth. But based on a British study, Instagram is the worst of them all. The use of these platforms affects how people see themselves. It might either inflate or lower self-esteem. This leads to higher levels of stress, depression, and anxiety in populations. If you think about it, the disappearance of likes on Instagram can help change this problem. 

How exactly can a like-free Instagram be beneficial to mental health?

Let me explain.

Some users who get minimal likes tend to delete their posts later or not post entirely. They do so because of fear and discouragement from the lack of welcome affirmation that likes give. They could get sad when they share pieces of themselves and see that there is little engagement. This negative effect multiplies when they see someone else’s post with so many likes. This can fuel negative feelings and thought patterns such as constant comparison.   

Self-esteem issues can also ensue for users or influencers who are on the opposite of the spectrum. These people regularly get hundreds to thousands of likes. Dopamine surges from these likes and comments can make them addicted. In turn, these people might filter their posts more. They curate their feed and social media personality so much. These people run the risk of posting only content that they know will get most likes. They choose popularity instead of authentic self-expression.

What do you think hiding likes could mean for mental health? 

What do people think?

The social media platform’s move sparked many conversations both online and offline. There is a mixed reaction from the public.

For example, Kanye West, the famous rapper might be thrilled, since he expressed in a 2018 tweet that “Having your amount of likes on display for the world to see and judge is like showing how much money you have in the bank or having to write the size of your d*** on your t-shirt.”. 

Mina Gernes, an Instagram influencer said that he thinks hiding ‘likes’ is the best update Instagram made in a long time. He believes Instagram was once an amazing platform where people could be creative and share their perspectives. He mentioned that likes and feed aesthetics destroyed the platform. 

Others praise Instagram’s bold move. They think it is necessary for the benefit of mental health. These people say that the validation culture of social media is sickening. 

Others say that nobody wanted this change. They complain, saying they rather have chronologically ordered posts, instead they got this. Some suggest that like the comments feature, Instagram should make hiding likes optional. The social media platform would then keep everyone happy. Some are so bothered that they say Instagram should remove likes entirely. They say so just because it’s not publicly displayed. 

Lots of negative feedback come from influencers and businesses. They wonder how this feature would affect their current business model. More on this issue later.

How exactly would Instagram hide your likes?

For those of you living in the test countries, your feed would change dramatically. The design meant you no longer get to see immediately how many likes a post gets. The metric below the photo or video posted will say “Liked by @username and others” instead of “Liked by @username and 70,000 others.” If you really wanted to see how many likes a post gets, you’ll have to tap “others” and count them yourself. This is a pretty big shift that might affect how people use the platform.

You might ask if you can see likes of your own posts, well yes, you still can. You’re able to see how many people like your posts privately. Likes don’t really go away you know. They’re just not designed for public viewing. This ensures that you still understand which of your posts are well received and which isn’t. 

Do you have an option to join in the test and have your likes hidden? Can you opt-out if you want to?

Right now, if they choose your profile to be part of the test, you can’t do much about it but accept it. At the same time, you can’t choose to not have your likes hidden. You can’t volunteer to join in on the test group of hidden likes either. 

What would the impact be on influencers and businesses?

Instagram has turned into an advertising paradise for influencers and businesses. Brands partner with influencers to promote products. These brands choose influencers with high engagement rates. Brands check out who has a high number of likes and comments regardless of their number of followers. This pattern made influence marketing possible for those with fewer followers. 

Without the like count readily seen, how would businesses choose brand ambassadors? Some people speculate that brands would choose paid advertisements instead of influencer marketing. Others say that influencers might still survive, as long as they have a good portfolio or media kit. This could positively shape content creation. Influencers don’t have to post for likes anymore. They’re most likely to focus on the quality of their content and the story they want to tell. But, apart from that, the change may spell bad news for influencers business-wise. If social media influence marketing continues, the future might resemble the earlier years of Instagram. This could mean brands choose to affiliate only with people who have a large following. Say hello to fake followers or bots. 

What about business accounts?

Well, it looks like business accounts would have to find new ways to understand if their posts are really helping their business. Right now, the number of likes a post has equates to what many believe to be a marketing success. It’s a status symbol. It’s a quantifiable measure that people and businesses can see. These likes kind of trick you that your product is selling. Without likes, businesses would need to look at what is actually working. 

If Instagram decides to make hiding likes a permanent feature. The platform would change. Likes will no longer be criteria for measuring the effectiveness of marketing campaigns. This could mean that businesses would shift their focus from likes to actual performances like sales. An example of how they can do this is by checking out if their Instagram posts lead followers to fill online order forms.

If you’re an influencer or you run a business account, you don’t have to worry just yet though. The hidden likes feature is a test for a reason. It’ll take some time before there are any final decisions.

Whether you’re neutral, you love, or you hate the idea of hidden likes, one thing’s for sure. It’s interesting to see how great the effect of social media is to society. 

Instagram’s move to test seven more countries is saying they’re still figuring things out. Millions of people use this platform daily. They’re surely listening to what we all have to say.

But while likes aren’t hidden everywhere yet, why not add more likes to your marketing campaign? Click here to know how!