This move of hiding likes has turned out to be both positive and negative. Some believe hiding likes has now given them more power to communicate without being judged. While others feel that their efforts to increase their Instagram followers and likes have all gone in vain.


Instagram’s move of hiding total number of likes for users started from Canada and has now been extended to Australia, Brazil, Ireland, Italy, Japan and New Zealand.  Users in these countries are able to view likes on their posts. However, they can’t see the total number of likes on photo and video posts by other people. This change hasn’t been implemented on desktop site but has definitely affected the average user’s experience of the Instagram feed.


Adam Mosseri, CEO of Instagram announced that hidden likes on Instagram will begin testing for US audiences: 


Instagram is running a trial of hiding likes to ensure mental health and peace. Mark Zuckerberg said, “We want people to be less interested in how many likes a post gets, and focus more on connecting with other people.” The platform, Instagram, wishes to create a less pressurized, non-competitive and a healthy environment. Thus, promoting digital well-being.

Studies suggest that people have an unhealthy obsession with social media and involve in deleterious comparisons with others online. A study by The University of Chicago mentions, 56% of American teens are on social media essentially because they don’t want to have the fear of missing out. This change by Instagram will allow users to create authentic posts focussed on high quality content. It will ensure that people don’t delete their posts if they get less likes, are fearless and won’t pay attention on popularity but themselves.

However, Murmur’s Dave Levett feels that this move by Instagram is all about money and not mental health. He believes this change will get more revenue for Instagram giving them an opportunity to target small businesses which holds 97.4% of all businesses operating in Australia. 

Currently, there are 25 million Instagram business profiles globally with only 2 million monthly advertisers. There can be seen a huge gap between businesses that pay and business that use. Removing likes will allow small businesses to advertise without the fear of having less likes or engagement. Such advertisers will be likely to see an increase in engagement, an increase in click-through rate, an increase in sales and thus, an increase in money spent into the platform.



This change by Instagram hiding likes will mean a shift for the individuals or influencers who work with brands to promote services or products on social media. It will involve moving from “vanity metrics” such as likes or follower counts to a focussed approach on actual sales. Instagram stories don’t have any public metrics and are still immensely popular. Users of Instagram will have the ability to express themselves freely and will not be limited to the best times to post.

On the other hand, brands might find it difficult to know which Instagram influencer to work with. In today’s time, brands are more interested in an influencer engagement rate and not just the total number of followers. Instagram will make this tracking of likes difficult. This is where Orient comes in. Using Orient will allow both the influencers and the brand to know the worth of a post. Influencers will have the ability to choose their own brand and decide who they want to work with. They will get a chance to be paid when they recommend the brands they love. While brands will be able to get right influencers for their product. Follow the link to know more about how Orient works and how it can benefit you.

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