Likes or likes are an intrinsic metric to Instagram and often serve as a judge of the value of a content. They are also known as a vanity metric since they are numbers that, in most cases, do not serve to make decisions, nor realize the true success of your digital strategy.
Still, the human being loves to attribute numerical values to things. We know that there are things that are priceless and cannot be quantified, but on social networks we see these moments of value, quantified in “likes”. Leaving a like in your friend’s or neighbor’s post costs nothing, but still that taste has a value assigned to you. On social networks, the value of a post or a video, comes down to how many times it has been viewed and appreciated.
However, Instagram has launched the option to hide likes, both in its publications and in the posts of those who follow, thus creating a completely different experience in the app.
Why did Instagram allow you to hide likes?
At the start of the testing phase of this feature, Instagram CEO Adam Mosseri revealed that the main reason behind the update is that Instagram wants to reduce the pressure people feel on the platform, as well as eliminate the sense of competition that likes represent, keeping in mind its younger target audience. This feature is designed to enable users to fully focus on inspiring and connecting with each other rather than competing with each other.
Hiding tastes is then part of Instagram’s strategy to create a healthier online environment. The tests of this novelty were announced to users with the following message: “We want your followers to focus on what they share, not how many likes your post receives.”
Our eyes often gravitate to the likes in a post as soon as we see it, giving more importance to vanity metrics than to the true value of content. A tasteless social networking platform can allow users and creators to focus on the artistic element behind each post, rather than the number of likes.
In the final phase of testing Instagram decided that the best approach to this update was to let users choose individualization seconder or not the likes. “It turned out to be that the clearest way forward was something we already believe in, which is to give people a choice, I think it’s something we should do more about.” – Adam Mosseri.
So, should you or shouldn’t you hide the likes of your publications?
This question does not have a single answer. It depends on what you want to do with your account. On the one hand, hiding the likes of your posts can be a way to break free from the weight of this metric and test new content. On the other hand, it can cause a feeling that there is something wrong with the content.
This change could be beneficial for small businesses that want to experiment and test new types of content without running the risk that their followers will judge the brand by the number of likes.
If you’re considering hiding your likes, consider what’s most important to you. Keeping tastes visible can give you a sense of greater transparency, but at the same time it can be a hindstop to creating more daring content.
Tastes are also a form of social proof for companies. By seeing the number of likes of your posts, you can get an idea of the size of your business (local or international) and see if your followers like your content. However, keep in mind that good content, frequent posts and comments are much more important than tastes.
There is still not enough data to definitively indicate whether hiding the likes is the right step for brands or not. For now, it seems that most companies and creators are choosing to keep the likes of their posts visible. Still, it may just be a matter of time before people get used to and feel comfortable hiding their tastes.
There are two ways to find out if hiding the likes is the right decision for your company: test and ask your followers. Test this option for 2 weeks and see if there is a variation in the interaction with your content. Then you can take a look at your Instagram Stories and understand your followers’ opinions on this.
How does this update affect tags and influencers?
Does it affect how the algorithm understands your content?
The algorithm is not affected by this update. Instagram continues to collect all data, including likes, and will still be able to see the amount of likes in your own posts.
It’s important for brands to have access to platforms that track Instagram metrics
Likes, as well as other hidden Instagram metrics (shared, saved) have a big impact on partnerships made by brands and influencers. In this way, it is important to ensure that your influencer marketing strategy is based on accurate data. Using a platform to follow these metrics can be an asset to your company’s marketing efforts.
The focus of your content may evolve towards quality
By eliminating concern about vanity metrics, you can focus on producing more quality content and testing new ideas, giving wings to your creativity.
How to hide likes on Instagram
Instagram gives you the option to hide what counts in everyone else’s posts in just a few steps, so you don’t see how numbers as you scroll through the app. You can also hide the likes on your own poles.
How to hide likes in other people’s Instagram posts
- Go to your profile and click on the 3 strokes in the upper right corner;
- Select Settings;
- Select Privacy;
- Click Publications;
- Select Hide taste count and views.
How to hide likes in your own Instagram posts
There are two ways to hide the likes of your Instagram posts. You can hide likes at the time of publication or do so in already published content.
Hide likes during publication:
- Start creating your post as you normally would;
- When you get to the screen where you can add a caption, click the Advanced Settings option at the bottom;
- Select Hide taste count and views.
Hide the likes after publication:
- Enter your content;
- Select the 3 points in the upper right corner;
- Select Hide taste count.
How to track your Instagram likes (even if they’re hidden)
Instagram Insights
Instagram provides some private statistics including information about how many accounts you’ve reached, your audience’s demographics, how your follower count is growing, and how many likes your posts get.
You can access these statistics from your profile to Be Professional or Content Creator.
Swonkie
When using Swonkie you have access to more complete, customizable and shareable reports, which even include hidden metrics. In addition, Swonkie offers a variety of tools, such as Social Listening and Competition Analysis, that help you create better content and gain more tastes. Discover more advantages of Swonkie here.
Brinfer
If your company often campaigns for influence-influenced marketing or is interested in getting started, it’s important to take into account the metrics of influencers in view. If the influencer you wanted to partner with doesn’t have the visible tastes, don’t worry, our partner Brinfer has the solution.
At Brinfer you have access to all the metrics of the influencers, not just the likes. In addition, you can create, manage and evaluate your campaigns in one place where contact with influencers is direct and uncomplicated. Learn more about Brinfer here.
In conclusion
There are several hidden metrics on Instagram such as Stories metrics or the number of saved ones in a post. However, Instagram remains a successful channel for collaborations. Thus, it is possible to conclude that this change will not have a negative impact on the marketing efforts of companies and influencers, especially if the marketing platform you are working with has access to hidden data.
