Instagram likes totals will now disappear across the globe

Instagram Hidden Likes

Instagram today announced it's expanding its test of hidden likes to users around the world. The giant photo-sharing network had become a popularity contest platform and Instagram was hoping to hide the number of likes a post gets will let its users post more authentic posts rather than posting the ideal photo to garner more likes. However, they will still be able to see how many likes their own posts received.

Instagram will be testing this with a select number of users, so you may or may not see the likes counter disappear. The company began testing it in Canada in May 2019 and expanded it to Australia, New Zealand, Japan, Brazil, Ireland, and Italy in July this year.

We understand that the number of likes is an important metric for many creators, and while this test is in exploratory stages, we are thinking through ways for creators to communicate value to their partners.
Kim Kardashian who has 151 million followers said that ditching Instagram likes could be beneficial.


It remains to be seen if Instagram will hide likes permanently. When I open an individual post, I still can't see the total number of likes until I click on "others".

Beginning on Friday, some Instagram users in Indonesia won't be able to view the like counts on other users' posts. They can tap through to view the Likers list but would have to manually count them. Instagram reckons this places a greater focus on what you're actually posting, and less on how many likes you're getting. It's not that I care about how many likes others have - but I can share a couple of screenshots and show you what it looks like. It's surely watching closely to determine how the test improves mental health, but also how it impacts usage of the app. Instagram turning against Like counts could start a larger shift in the social media industry toward prioritizing more qualitative enjoyment of sharing, instead of obsessing over the quantification of validation.

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