Instagram to Start Hiding 'Likes' Counter

Instagram earlier this year announced it was testing hiding like counts and video view tallies in more than a half-dozen countries

If you're located in the United States, you'll notice a big change to the way posts on Instagram look starting next week: they won't have visible 'likes, ' at least for some accounts.

Instagram has been hiding like counts in some markets since April, beginning in Canada, and later expanding to Japan and Brazil. The change is straightforward - users will still see how many people have "liked" their posts on Instagram, but that information will no longer be made publicly available. But those likes will soon be hidden for some US users. Instagram boss Adam Mosseri told NBC in October that the effort was meant to "make Instagram feel less pressurized, to make it less of a competition". There were concerns, though, that hiding likes could lead to a drop in the number of people who comment or engage with a post. Mosseri said the test will begin in the United States starting next week and the like count from the posts of some users may vanish.

Mosseri said the move is aimed at young people.


Social media companies have come under pressure to take a more pro-active approach to both monitoring content on their platforms and managing so-called "screen addiction". While likes may become hidden, Instagram still has another metric: the follower count.

In tests that have been rolled out in other countries so far, likes are hidden from public posts in the Feed, on the web, and in profiles.

Now, according to Mosseri's statements on stage, Instagram will begin rolling this "test" out to US users as early as next week.

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