The internet stands divided on Instagram’s newest announcement. But not everyone fully understands what “hiding likes” means for devoted users, influencers and businesses. In this week’s blog, we’re digging into what’s fact, what’s fiction and how you might be affected.
FICTION: “Likes” will be completely removed.
Instagram has been very careful to announce all upcoming changes by using the word “hiding” or “private,” not “removing.” Why? It’s simple — they aren’t removing likes. Users will still be able to view what accounts have liked and engaged with their content, but other users will not be able to view that list like they have been able to in the past.
FACT: Instagram is one of many social media platforms that are testing hiding publicly available metrics.
That’s correct! Other platforms that have experimented with this include Facebook, Twitter & YouTube. As WIRED reported, “Social media researchers have argued that when users tailor their content to whatever garners the most engagement (or outrage), the result is a radicalized environment that makes healthy, happy conversations almost impossible.”
FICTION: All users will be effected immediately upon rollout.
Nope! Instagram has confirmed that after testing hiding “like” counts in other countries, it will roll out the change to a select number of accounts to begin its tests in the United States.
FACT: Both comments and “likes” will still matter.
Engagement is engagement, whether you can see a list of users who have engaged with a post or not. Now more than ever, influencers, everyday users and businesses alike will need to focus on creating quality content that inspires conversation. “Likes” will still be a key indicator that your content is being seen and resonating with those who see it.
FICTION: Influencers will be majorly affected.
Believe it or not, influencers likely won’t be adversely affected by this change. Influencers will be challenged to maintain transparency when working with brands and potential collaborators by being upfront about their key performance indicators (KPIs). Since they’ll still be able to look at their own “likes,” they can still provide this data to those who ask, along with information about followers, swipe-ups and comments.
Did we miss anything? Shoot us an email and let us know. If you’re eager to ramp up your social media or influencer marketing strategy in the new year, schedule time to chat with the Social Ape Marketing team about how we can add value to your organization.
