This archive report was first published on 19 July 2019.
Facebook's acquisition of Instagram in 2012 marked a significant shift in the social media landscape. Now, Instagram is taking a bold step by hiding like counts from users in seven countries.
As part of the experiment, users in Australia, Brazil, Ireland, Italy, Japan, New Zealand, and Canada will no longer see the number of likes and video views on other users' posts. However, they will still be able to see who liked or viewed their content.
Instagram's head, Adam Mosseri, announced the testing in Canada in late April, citing a desire to reduce competition and promote more meaningful connections. 'We don't want Instagram to feel like a competition,' Mosseri said. 'We want people to worry a little bit less about how many likes they're getting on Instagram and spend a bit more time connecting with the people they care about.'
The reaction to Instagram's experiment has been mixed. Some, like singer Troye Sivan and model Rozanna Purcell, have welcomed the change, citing its potential to reduce anxiety and promote self-worth. Others, like chef Adam Liaw, have expressed concerns that the move will ultimately lead to the death of Instagram.
Instagram has not shared any information about the results of the testing in Canada, nor has it revealed how long the experiment will last. However, the company is expanding the test to include users in six additional countries, indicating a commitment to exploring new ways to promote a healthier social media environment.
