Instagram to test hiding users’ likes starting next week

Alonzo Simpson
November 10, 2019

Instagram CEO Adam Mosseri announced that the platform will be hiding likes for its US users as part of a company experiment to lessen the pressure of trying to accumulate endless likes, an initiative targeted specifically at the platform's younger demographic. It's a test that the Facebook-owned platform has already rolled out to seven countries: Canada, Ireland, Italy, Japan, Brazil, Australia and New Zealand. He didn't say how many USA users will be part of the experiment.

It was in April this year, that Instagram was first reported to be working on removing likes from its platform.

This announcement came through Instagram head Adam Mosseri while talking at the WIRED25 conference.

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Users will still be able to see the likes they receive on their posts if they want, but those metrics won't be visible to others on Instagram, the company said. However, the owners of the accounts will still be able to see how many likes they got on a post - it's only other people that won't be able to. The trial run is slated to begin next week according to Mosseri. He added that Instagram doesn't have any scientific proof that hiding likes will improve mental health.

At WIRED25 conference on November 8, Mosseri announced that the tests would roll out to the US next week.

"When you remove engagement indicators, people engage less", Beykpour said while briefing journalists at Twitter headquarters in San Francisco earlier this year. While likes may become hidden, Instagram still has another metric: the follower count.

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