Instagram is expanding its hidden like count test, where users can not see the number of likes on other user's posts. The test started in Canada but has since rolled out to six other countries, including Ireland, Italy, Japan, Brazil, Australia, as well as New Zealand. Users that are part of the test had a default hidden like count, but users could opt out of the feature to show their likes publicly. However, users are able to see the number of likes on their own posts.
The test is designed to have users spend more time engaging with content and less time engaging with like counts. The hidden likes feature could also help users to worry less about like counts, which would, in turn, allow them to post content without worrying about arbitrary elements.
Social Media Test Expansions
Instagram is Set to Expand Its Hidden Like Count Feature
Trend Themes
1. Hidden Like Counts - The expansion of Instagram's hidden like count feature presents an opportunity for social media platforms to encourage more meaningful content engagement by reducing the emphasis on popularity metrics.
2. Engagement-focused Metrics - The test highlights a trend towards shifting the focus from vanity metrics like 'likes' to metrics that prioritize meaningful interactions, providing opportunities for social media analytics companies to develop new measurement tools.
3. Reducing Social Pressure - The hidden likes feature addresses growing concerns around social media-induced anxieties and pressures, offering potential for mental health-focused tech companies to develop tools that promote a healthier online environment.
Industry Implications
1. Social Media Platforms - The expansion of hidden like counts presents an opportunity for social media platforms to improve user experience and create a more authentic and engaging environment.
2. Social Media Analytics - The shift towards engagement-focused metrics provides an opportunity for social media analytics companies to develop innovative measurement tools that capture the true value of content.
3. Mental Health Technology - The hidden likes feature offers an opening for mental health-focused tech companies to create solutions that alleviate social media-induced pressures and promote mental well-being.