Instagram is expanding its test of hiding likes globally, despite first reports showing the negative impact for Creators.
Instagram began hiding likes on posts in April as part of an experiment to measure the impact on engagement. After Canada, Ireland, Italy, Japan, Brazil, Australia and New Zealand, the platform expanded its test to the US last week. Today, it seems the test has gone global.
During the test, users can still see who liked their own posts but there is no more Like count. Viewers, however, can only see a few names of accounts they also follow.
Instagram wants its app to be a place where people feel comfortable to share and to express themselves, without the pressure of getting likes. While Instagram claims that the experiment has been received positively so far, research by HypeAuditor, shows that it could actually hurt influencers and Creators.
The research found that Creators have experienced a loss of between 3 and 15% of their Likes in countries where the test has been conducted.
Now that could be an issue for the platform.