Instagram tests hiding "Likes" in the U.S. as influencers get nervous

Instagram tests hiding
According to TechCrunch, Instagram will broaden a test it has been running in other countries to U.S. users. In this test, the number of "Likes" that a particular message receives is hidden from everyone except for the creator of the post. Instagram CEO Adam Mosseri revealed this at the Wired25 conference in San Francisco on Friday. Mosseri said that the idea is to make the platform less competitive, producing a lower amount of anxiety for members. The executive said, "The idea is to try to depressurize Instagram, make it less of a competition, and give people more space to focus on connecting with the people they love and things that inspire them." 

The move is part of Instagram's attempt to keep from turning into another Twitter where members are routinely attacked for their political and religious beliefs. The hiding of "Likes" started in Canada back in April and hit Ireland, Italy, Japan, Brazil, Australia, and New Zealand two months later. Instagram parent Facebook started a similar test in Australia during September.


HypeAuditor, a company that matches businesses with influencers, found that the latter's "Like" counts dropped in countries where the hidden "Like" count test was taking place. Influencers with 5,000 to 20,000 followers saw their "Likes" decline 3% to 15% depending on the country being tested. There was one country where this wasn't true. In Japan, influencers with 1,000 to 5,000 or 100,000 to 1 million followers saw their "Likes" numbers rise approximately 6% even while the testing was going on in the country. The largest decline in "Likes" during the test came in Brazil where influencers with 100,000 to 1 million followers lost 28.33% of their "Likes". Apparently, in some countries, social media subscribers are more apt to "Like" a post if they know others "Like" it as well.


Whether Instagram makes the hidden "Likes" a permanent feature will depend on how bad the influencers are affected during the testing phase. This is a job that lives and dies on the number of "Likes" and followers and if the testing determines that influencers could lose their, well, influence, Instagram might decide to stop the test immediately. The platform does not want to have a large number of influencers leave for another social media service.

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12 Comments

1. jasrockett

Posts: 127; Member since: Oct 05, 2011

Like .

3. Whitedot

Posts: 858; Member since: Sep 26, 2017

Does it show i Liked your comment? :P

4. Gryffin

Posts: 71; Member since: Dec 19, 2018

if instagram shuts down majority of influencers and models would get jobless.

6. Locked-n-Loaded

Posts: 38; Member since: Sep 13, 2019

"Models" - lol 95% of the "models" are self-proclaimed models not actual models anybody can be a model I know people who have dogs that are models

7. MsPooks

Posts: 207; Member since: Jul 08, 2019

The very fact that "influencers" exist is why they need to just implement this. In fact, so should every comment section.

8. ReticentHamster

Posts: 157; Member since: Jan 19, 2015

Part of me likes this idea, part of me hates it. I mean, do we really need to “depressurize” Instagram? Everyone knows what they’re getting into when they sign up - Instagram is a “Like-fest” and everyone knows it. Looking at the number of Likes on posts also offers people like me an interesting study in people’s thoughts and tendencies At the same time, I wonder if it would really benefit the young, impressionable crowd who flock to social media. Maybe they would become less tied to superficial numbers without Likes being broadcast out...? Who knows!

11. LFCRodrigues

Posts: 64; Member since: May 09, 2014

It Works here in Brazil. Love It. People are getting sick because of It. That IS not the point. It is not about how popular you are but conecting people. That is a wonderful Idea. Actually they banned the stalker tab... That tab that people used to stalker who is liking something. Congrats on that too.

12. whatev

Posts: 2396; Member since: Oct 28, 2015

Shutting down Instagram would be a more effective way to depressurize this social media, why not doing this instead?

13. mariosraptor

Posts: 184; Member since: Mar 15, 2012

Sheep party

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