With millions and millions of users across the globe, it is imperative for Instagram to innovate its offering to keep the users engaged. To meet the changing global demands, Instagram has launched a global test where users can choose whether to hide like counts on their own posts or other people’s posts.

Instagram Hidden Likes test came after the company received mixed responses to its experiments in which it removed likes, which have now become a graph to measure popularity.In March, Instagram accidentally hid likes for a large number of users in what was meant to be a small test, garnering strong reactions. While some users observed likes as an important step for users’ mental health, the others viewed it as catastrophic especially the new creators looking to partner with brands.

Explaining the idea behind the Instagram Hidden Likes test, a spokesperson explicated, “In 2019, we started hiding like counts for a small group of people to understand if it lessens some pressure when posting to Instagram,” She further added, “Some people found this beneficial but some still wanted to see like counts so they could track what’s popular.”

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 Why hide Instagram likes?

With the Instagram Hidden Likes test, the company control the negative aspects of the social media platform. Likes and Followers are the currency of Instagram and many users consider it a s a benchmark for business purposes. With the Instagram hidden likes test, the platform is trying to eliminate the “pressure” of posting content for likes. The aim is to bring attention to the pictures posted rather than their perceived popularity.

Facebook is also exploring a similar experience which will roll out in the coming weeks with an aim to provide users more controls over how they interact with content on the platform. The social media giant has previously tested hiding likes on others’ posts in Australia.

The test will not completely hide the likes as users will still be able to privately see their own like count. The test currently will involve a small percentage of global users.

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