Instagram to Test User Control Over Like Counts

Following initial explorations dating back to 2019, Instagram is initiating a fresh trial concerning the visibility of Like counts on user posts. Unlike previous iterations, this test doesn't involve blanket enabling or disabling of the feature. Instead, Instagram will assess a new approach granting users the autonomy to personalize their experience – opting to view Like counts on content from others, or to conceal them.

Facebook to Follow Suit

Users will also gain the ability to suppress Like counts on their own published material, should they desire. Furthermore, Facebook has confirmed plans to commence testing a comparable functionality on its own platform.

Testing of Like count visibility was temporarily paused when the Covid-19 pandemic necessitated a shift in company priorities towards supporting the Instagram community. (With the exception of a brief incident in March where a software error inadvertently concealed Likes for a wider user base.)

Revisiting User Feedback

The company is now re-evaluating feedback gathered during prior tests, revealing a diverse spectrum of opinions. The original intention behind concealing Like counts was to alleviate anxiety and potential embarrassment associated with posting on the social network.

Specifically, users often experience stress regarding the perceived popularity of their posts, measured by the number of Likes received. This concern was particularly pronounced among younger Instagram users, who are highly sensitive to peer validation and may remove posts that don't achieve sufficient engagement.

Reducing Herd Mentality

Removing Likes also aimed to diminish the tendency towards herd behavior, where individuals are inclined to favor content that is already popular, rather than forming independent judgments.

Differing Perspectives on Visibility

However, test participants did not universally endorse the removal of Like counts. Some users expressed a continued desire to monitor trending and popular content through Like metrics. This preference was more common within the influencer community.

Creators rely on Like counts to demonstrate their value to potential partners, such as brands and advertisers, as lower engagement can directly impact their income.

Empowering User Choice

Recognizing the validity of both perspectives, Instagram’s latest test empowers users to make their own choices regarding Like visibility.

This new trial will be rolled out to a limited percentage of Instagram users globally.

Accessing the New Settings

Opted-in users will discover a new setting within the app allowing them to hide Likes from their Instagram Feed. Creators will have the option to hide Likes on individual posts via the three-dot menu. Importantly, even with public Like counts disabled, creators can still access detailed engagement analytics.

Facebook Tests on the Horizon

The corresponding tests on Facebook, which have also explored Like count removal, are scheduled to begin in the coming weeks.

The Challenge of Influencer Dynamics

Offering users a choice regarding Like counts may appear to address all needs. However, if the influencer community continues to prioritize Likes as a measure of popularity and earning potential, other users may feel compelled to do the same.

The Importance of Community Standards

Ultimately, online communities must collectively define the desired tone and norms, ideally before attracting a large user base that may resist subsequent changes.

The Appeal of Engagement Metrics

It remains to be seen whether social media users genuinely desire a “Like-free” environment. Numerous startups have attempted to create alternatives to Instagram by removing features like algorithmic feeds and engagement mechanisms, including Minutiae, Vero, Dayflash, Oggl, and Dispo. However, none have successfully displaced Instagram.

A more significant threat may come from entirely new social networks, such as TikTok, where engagement remains crucial for creator success.

Future Rollout Uncertain

Instagram has not specified the duration of the tests or the potential for broader feature implementation.

A Facebook company spokesperson stated, “We’re testing this on Instagram to start, but we’re also exploring a similar experience for Facebook. We will learn from this new small test and have more to share soon.”