Likes have become the measure of things on the still strongly growing platform. Instagram wants to put a stop to that and brings the community against it.
fter Instagram unofficially tested the removal of the Like number in April, it now seems serious. The platform made its public debut on Twitter for the first time, extending the feature to more and larger markets.
Users can still see their own likes, but not followers anymore
The removal of the number of Likes should, according to Instagram serve to put the focus back on the content . Users can still see the number of likes they’ve received, but their followers are no longer, Instagram said in a tweet .
Instagram is currently conducting the test in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand. The fact that there are also larger markets this time may be an indication that the feature will actually be removed soon. According to TechCrunch , users whose accounts have been selected for the test will be informed via popup when they open Instagram.
The reactions are mixed. The majority of users on Twitter are not happy about the new feature on the platform, which is also constituted by engagement metrics.
And as always, the topic of chronological feed, which has become almost a cynical running gag, comes up:
Reach focus again or fight bots?
In fact, Instagram is very vague about the reasons for removal. However, the platform has been battling against the use of bots for years, primarily to generate automated engagement. Although more and more accounts are now blocked over several days, Instagram should detect suspicious activity, but the automation apps do not seem to be completely eradicated. Since Likes serve as an important KPI in influencer marketing , this approach is at best halted and the focus is once again put on hold. After all, Instagram is originally about pictures, less engagement.