Hide Like Counts on Facebook and Instagram

Facebook and Instagram Introduce Option to Hide Likes

This week marks the beginning of a public rollout by Facebook, allowing users to conceal Like counts on posts across both Facebook and Instagram platforms. Initial testing of this feature commenced in 2019. The decision to empower the company’s global user base with control over Like visibility follows years of development, which was temporarily paused due to the COVID-19 pandemic and the subsequent demands on Facebook’s resources.

Addressing User Anxiety and Authenticity

The original impetus behind concealing Like counts stemmed from a desire to alleviate pressure on users. Individuals often experienced anxiety and feelings of inadequacy if their posts didn’t garner sufficient Likes to be considered “popular.” This was particularly pronounced among younger demographics, where peer validation holds significant weight, sometimes leading to the deletion of underperforming posts.

The pursuit of Likes on Instagram, in particular, fostered an environment focused on gaining recognition and “clout,” potentially diminishing authentic expression. Similarly, on Facebook, accumulating Likes could be linked to sharing divisive content intended to provoke reactions.

The Rise of “Like-Free” Alternatives

This pressure to perform fueled a demand for a safer, “Like-free” space where users could connect without striving for popularity. Consequently, new social networking and photo-sharing applications emerged, including Minutiae, Vero, Dayflash, Oggl, Dispo, and Poparazzi.

Likes as Currency for Influencers

Despite considering complete removal of Likes, Facebook determined the metric was too integral to the product experience. A key consideration was the influencer community, which relies on Likes as a form of currency for securing brand partnerships and employment opportunities. Eliminating Likes entirely would therefore be detrimental to these users.

A Polarizing Decision

Instagram recognized that imposing a decision on its users would inevitably alienate one segment or another, even if the change didn’t significantly impact core metrics like app usage. Adam Mosseri, head of Instagram, acknowledged that the impact of removing Likes was less substantial than initially anticipated.

“The number of Likes users received, or others received, didn’t fundamentally alter the user experience or usage patterns as much as we predicted. However, it proved to be a rather divisive issue,” Mosseri stated. “Some users appreciated it, while others strongly opposed it.”

User Control as the Solution

Those who favored the change found it reduced pressure, while those who disliked it relied on Likes to gauge trending or relevant content. Smaller creators sometimes favored Like removals, while larger influencers were often in opposition. Katy Perry, for example, publicly supported the removal of Likes.

Ultimately, Facebook opted for a compromise, introducing the “no Likes” option as a user-controlled setting on both platforms.

Configuring the New Settings

On Instagram, users can independently toggle Like and View counts on or off for both content consumption and creation. This allows users to choose whether to view these metrics while browsing their Feed and whether to allow others to view Likes on their posts. These are managed as separate settings, offering greater flexibility.

On Facebook, the setting is accessible through “Settings & Privacy” under News Feed Settings (or News Feed Preferences on desktop). Users can then select “Hide number of reactions” to disable Like visibility for their own posts and those of others in their News Feed, groups, and Pages.

The feature will be available to both public and private profiles and will apply to previously published posts.

Testing and Rollout

Instagram recently restarted testing to resolve any remaining issues before the public launch. Facebook’s rollout will follow shortly. Instagram explained that extensive testing since 2019 provided sufficient data to proceed with a global launch.

Minimal Impact on User Behavior

Mosseri also downplayed the potential impact of a decision on Likes, stating that removing Likes on Instagram had only a minor effect on user behavior. Some users posted more frequently, potentially feeling less pressure, while others engaged less.

“Users often use Likes as an indicator of interesting content, then explore comments, carousels, and other features. The effects have been small, both positive and negative,” he noted. Instagram anticipates users will adjust the setting based on their individual preferences.

Addressing Concerns About Well-being

Mosseri also challenged the notion that Likes negatively impact mental well-being, stating, “There is no definitive research demonstrating that Likes are detrimental to people’s health.” He argued that Instagram represents a relatively small portion of users’ daily lives, minimizing its potential influence.

He also expressed caution against relying on self-reported data in research on social media’s impact.

Potential Implications for a Younger Audience

The decision may also be influenced by Instagram’s plans to develop a version of its app for children under 13, similar to TikTok. In this context, hiding Likes by default or offering parental controls could be considered. Instagram indicated it will explore these options for a potential kids app.

Availability

Facebook and Instagram announced the feature will begin rolling out on Wednesday, reaching global users over time. Instagram’s rollout is expected to be completed within days, while Facebook’s will take several weeks.