Instagram is testing its hidden likes feature again in a limited test. But the feature, which hides the number of likes on feed posts, was unintentionally opened to more users in March when Instagram rolled out its Live Rooms feature.
While this was just a bug, the feature proved polarizing. So should the company bother implementing it at all?
Why Is Instagram Still Testing the Private Like Counts Feature?
Instagram started the first public test of the private like count feature with some users in Canada in April 2019. The trial was expanded to a few more countries including Italy, Brazil, Ireland, Australia, Japan, New Zealand, and the US during the year.
But it seems Instagram is yet to get sufficient data to make the big decision and is still testing it.
The public got a peek at the feature Instagram accidentally tested private like counts with more users than intended.
Head of Instagram Adam Mosseri said that it received a mixed response. As such, the company is looking for a way to roll it out as an optional feature.
Should Instagram Hide the Number of Likes Your Posts Get?
A 2017 report by the UK-based Royal Society for Public Health ranked Instagram as the worst social media platform for adolescents’ well-being.
Social media can have negative effects, including increasing feelings of anxiety and low self-worth.
Hiding the number of post likes is Instagram’s attempt to reduce the social comparisons and anxiety caused by the platform.
But there’s also a downside to hiding the number of post likes.
Benefits of Hiding Instagram Likes
One potential benefit of private like counts is the improved wellbeing of adolescent users. Since their peers won’t be able to see like counts, teen users can let go of the pressure to compete over likes.
The likelihood of social comparison on the app could decrease as like counts is a common standard by which users compare themselves.
There's also the potential benefit of more original content. Users can feel free to be playful and experimental on Instagram instead of only posting content that generates tons of likes.
It may also create an improved sense of community. Users will engage with content that resonates with them instead of engaging with content only because it already has many likes.
Potential Drawbacks of Private Like Counts on Instagram
There are still potential drawbacks of private like counts, however.
Firstly, there could be an increased focus on follower counts. Advertisers and agencies may be tempted to zero-in on follower counts as the priority metric for choosing influencers to work with.
It could also affect Instagram’s growth. The private like count feature runs the risk of pushing away users who create content with high engagement.
There could also be less revenue for influencers. Brands will find it hard to gauge an influencer’s worth, which might discourage some from working with influencers altogether.
To Hide or Not to Hide the Likes Count
Hiding the number of likes is in the interest of the majority of the platform users.
But, influencers and other people who depend on engagement metrics for revenue are the people who are most likely to be affected by this change.
The best way around this may be for Instagram to make the feature optional.