Instagram is testing a new function that allows users to choose whether they want to hide likes or not.
That is the hottest one in a series of tests by Instagram to alleviate social pressure around “like counts.”
Ready to explore more about hiding likes on Instagram? Here are all the things that you should know!
Why does Instagram Allow Users to Hide Likes?
Instagram has experimented with hiding likes in a number of countries over the last few years.
Actually, in 2019, Instagram trialed the removal of likes completely for choose users in the US, Canada, Australia, Brazil, Ireland, Italy, Japan, and New Zealand.
According to CEO of Instagram – Adam Mosseri, this was an initiative to make this platform “a safer place on the internet.”
However, not everybody was in favor of hidden like counts. Mosseri shared on Twitter that some people still need to see the number of likes, in particular, to track what is popular.
As a result, Instagram has introduced it is testing a new option to allow users to select whether to hide likes on the platform or not.
As part of the test, users will be able to hide likes on different user’s posts, disable likes on their own posts, or keep the unique experience.
By including this level of flexibility, Instagram hopes to provide users the choice to “lessen pressure” when posting to the platform.
Mosseri also shared {that a} “similar experience for Facebook” is being explored.
How Do Hidden Likes on Instagram Work?
It’s essential to know that even when a user opts to hide likes on their account, likes don’t disappear altogether.
Followers cannot see the total number of likes is hidden to followers. However, users will still be able to view who has liked this post in some taps.
Here’s what the new “private likes” design looks like if you’re scrolling Instagram:
“As you scroll through your feed, there are no like counts,” explained Mark Zuckerberg at F8.
“You’ll be able to see who liked a photo or video. You’ll be able to tap through to see [the full list of people who liked a post], and when you have the time you can add them all up yourself.”
Can You Still See The Total of Like Count You Get on Your Own Instagram Posts?
Yes, you’ll be able to still see how many likes you’re getting on posts, even if your followers can’t.
However, the number of likes won’t automatically appear under your post.
Instead, you need to choose “others” under your post to see the total number of likes:
How to Hide Likes on Instagram
If Instagram chooses you for the test, you’ll be able to hide likes (or bring them back) by adjusting your app Settings.
If you want to hide likes, you will no longer be able to see likes on other user’s posts as you scroll through the Instagram Home Feed.
Users may also have the ability to hide likes on a post-by-post basis by tapping the three-dot icon in the top right-hand corner of a published post.
NOTE: Users will still be able to view the number of likes and other engagements through analytics, even if they have disabled them from view.
How Do You Get into the Test Group?
Unluckily, there’s no way to opt-in or opt-out of an Instagram test group.
Instagram hasn’t commented on exactly how big this test will be. However, it will likely be available to users in the US, Canada, Australia, Brazil, Ireland, Italy, Japan, and New Zealand who have already experienced the removal of likes from their account.
How Does the Removal of Like Counts on Instagram Affect Influencers and Brands?
The big question: how does the removal of likes have an effect on influencers and businesses?
After the blanket removal of likes for test users in some countries, many influencers claimed their engagement rates decreased significantly — a key metric that brands use to measure the success of an influencer marketing campaign.
The reason? Followers are less incentivized to tap the like button without alike count on the screen.
For businesses, the removal of likes also creates challenges in terms of validating an influencer partner’s metrics.
Fortunately, there are tools to verify an influencer’s stats.
With this latest test by Instagram, users will be able to decide whether to show or hide like counts on an account-by-account basis.
If an enormous number of users want to hide likes, engagement rates will likely be impacted across the board. That is something brands and creators should keep in mind.
However, this opt-in strategy is the only method Instagram can strike a balance with their community, especially given the social pressure and anxiety that can be prompted by Instagram likes.
Will you be hiding likes on your account? Let us know over on Build My Plays.