In Insight, Marketing, Tech

“Likes” are the social currency for brands and influencers, but Instagram has recently launched a test to hide the public “like” counts on a user’s post. What will this mean for the future of influence? The test began in Canada in April, and recently expanded to Ireland, Italy, Japan, Brazil, Australia, and New Zealand. Instagram told TIME at the time that they were “expanding the test to a number of countries to get a better sense of how the experience resonates with Instagram’s global community.”

The feature hides public “like” counts on videos and photos in the Feed, on the web, and within profiles, but users will still be able to see the number of likes and views on their own posts. “We want your friends to focus on the photos and videos you share, not how many likes they get,” Instagram said in a tweet. “You can still see your own likes by tapping on the list of people who’ve liked it, but your friends will not be able to see how many likes your post has received.”

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