Instagram has begun hiding likes globally. Two days ago, Instagram announced it was expanding its test of hidden likes to users globally. In essence, people would log into Instagram and see posts on their timelines without numbers.
Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. pic.twitter.com/DztSH0xiq2
— Instagram (@instagram) November 14, 2019
This test had previously been run in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand earlier this year. Now it has been expanded to the rest of the world. The layout of the social media platform remains unchanged.
According to Adam Mosseri, the head of Instagram, in an interview at Wired25 said that “The idea is to try to ‘depressurize’ Instagram, make it less of a competition and give people more space to focus on connecting with people that they love, things that inspire them.”
Instagram is aware of the impact this may have on content creators who try to communicate value to brands they work with and so they have also stated there are measures being put in place to try to find other ways for content creators to keep their sponsorships that can sometimes be dependent on like counts.