Confused By Instagram Removing Likes? Here's What You Need to Know
If you’re an avid Instagram user, you likely noticed the platform changed the way it displayed photo “likes” the very day it happened. But if you log in less frequently, or post to Instagram using a content publishing tool like Hootsuite, it may be news to you that the Instagram like count has gone missing.
For those that work in the digital marketing industry, the move seemed like a bold one. After all, likes have been a permanent fixture on social media sites since Facebook introduced the feature in February of 2009. Not to mention that businesses have been using them to quantify the value of their online presence for years.
A spokesperson for Instagram shared the following insight regarding the decision:
"We are testing this because we want your followers to focus on the photos and videos you share, not how many likes they get. We don’t want Instagram to feel like a competition."
But for many marketers, influencers, and business owners, this perspective seems a little disconnected from the reality of why people use the platform to begin with.
After all, digital marketing is all about metrics. It’s about being able to measure and appraise the attention your online content receives.
Without indicators such as likes, comments, clicks, and shares, wouldn’t we all just be shooting in the dark, hoping our posts resonate with our target audiences without being able to confirm their performance?
This is the fundamental point that has become a hot topic amongst social media experts, entrepreneurs, influencers, and the many others who profit from their use of Instagram.
So, Will Instagram Hiding Likes Ruin Your Marketing Efforts?
Well, yes and no.
A recent study showed that since Instagram removed likes, more than half of content creators have seen their likes drop.
Additionally, in that same study, 47 percent of creators agreed that follower growth has slowed since the change was made.
But before you start panicking, it’s important to take a look at the bigger picture.
Another recent study showed that more than half of Canadian small and medium businesses (SMBs) say they are stronger today because of Instagram.
And that figure makes sense when you consider that 75 percent of Instagram users will purchase from an ad on the platform at least once.
Small-to-Mid-Sized Businesses Benefit Most From Instagram Removing Likes
Think about it— Instagram and Facebook ads that include social proof (likes and comments on the ad) secure 300 percent more conversions than those that don’t.
But who is most likely to receive a ton of likes and comments on their ads?
Major brands that already have a high number of followers.
This makes it easier for the world’s biggest companies to turn their online presence into cold hard cash, while simultaneously making it harder for smaller businesses to compete.
With Instagram hiding likes, however, small-to-mid-sized businesses are finally being given a leg up. Without the ability to see the number of likes on an ad, Instagram users are now less likely to make decisions based on FOMO (Fear of Missing Out), a sensation that many experience when they see a high number of likes or comments on a post. In the past, seeing thousands of other people liking an ad would incite users to ask “What’s all the buzz about?”. But now, decisions are more likely to be made based on the quality of the content being shared— not how many people have engaged with the post already.
For smaller businesses, this is fantastic news. It makes it easier for them to build brand loyalty with customers who connect with their mission, vision, and content— without the pressure of a popularity contest.
Hiding Likes Means One Less Reason For Brands to Fake It
If you’re a digital marketer, odds are you’re aware that shady practices like buying likes and comments happen quite often. Many entrepreneurs are willing to do whatever it takes to win— including using deception.
But for altruistic business owners, this can come as a surprise. And can even be a little disheartening.
This is another reason why Instagram removing likes isn’t such a bad thing. Without the like count, there isn’t as much incentive for brands to falsify engagement rates. Even if a million people like their post or ad, no one will see it— placing everyone on an equal playing field.
Plus, the less effective it is to buy fake likes and comments, the more valuable true, authentic engagement will become.
And could we really be worse off by that?
Time will tell!