This archive report was first published on 21 November 2019.
As of 2019, Instagram, a social media platform with over 500 million daily users, has been testing a feature to hide likes on posts and videos. This move, announced by Adam Mosseri, Instagram's CEO, aims to reduce the pressure on users, particularly young people, who evaluate their self-worth based on online feedback.
According to Rachel Rodgers, an associate professor in the Department of Applied Psychology at Northeastern, social identity theory plays a significant role in this phenomenon. Users compare their standing to others on traits like appearance, and Instagram's image-based platform exacerbates this issue.
The introduction of filters, which allow users to digitally enhance their appearance, promotes this comparison. Phasing out these filters could be the next step towards creating a safe space where everyone feels comfortable expressing themselves.
Removing the like metric is a significant attempt to create a platform where users feel comfortable posting authentic content. This move may not be well-received by brands and influencers, but it could bring about a new dawn in influencer marketing and how we measure campaign success.
By moving away from vanity metrics like likes and comments, influencers will be challenged to become more creative and build credible relationships with brands. This change is good for the industry as it will help both influencers and brands look at metrics beyond likes.
Whether or not Instagram wants to increase advertising revenue, the move to hide likes will certainly lessen pressure and give room for users to express themselves freely without fear of validation.
As a public relations and communications practitioner, Sandra Suzanne Buyole notes that this test is a step towards a safer and happier space for the youth, brands, and influencers.
