In one of its most controversial changes to date, Instagram has started hiding like counts on posts in seven countries, as part of a global test.
The change means that you won’t be able to see like counts on other peoples’ posts, but can still see them on your own posts.
While Instagram claims that initial feedback from early tests in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand has been positive, the change has sparked a backlash among many content creators, who use like-counts to prove their value to potential partners.
Travel blogger Jax Austin tweeted: “How can Instagram increase ad revenue? By algorithmically lowering engagement, and hiding likes, to herd brands to advertise with them, and not an Influencer.”
Nicki Minaj has also threatened to boycott Instagram over the change.
She tweeted: “I’m not posting on IG after this week cuz they removing the likes. Hmmmm what should I get into now? Think of all the time I’ll have with my new life.”
Meanwhile, Cardi B explained that she believes the comments on Instagram are more toxic to users than seeing likes.
She said: “In the beginning of Instagram, everything was so fun, people wanted to post their pictures, get likes … where I think that Instagram got a little nasty, and it just took a weird turn, was when people started to like the comments.”
Now, Instagram has revealed that it’s taking this backlash on board, and is ‘actively thinking’ of an alternative for creators.
It tweeted: “We understand that like counts are important for many creators, and we are actively thinking through ways for creators to communicate value to their partners.”
The change is being tested in the US from this week, although it remains unclear when, or if, it will be tested in the UK.
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