The essence of likes: Instagram says no to popularity contests

Lifestyle

The essence of likes: Instagram says no to popularity contests

It's testing a new feature that hides the number of likes. Is it so it can get a bigger share of the influencer market?

Zola Zingithwa

Instagram is continuing to test hiding the “like” function that has become synonymous with the social media platform. They say they’re testing this feature because they “want your friends to focus on the photos and videos you share, not how many likes they get”.

The Facebook-owned app first started the trial in Canada in May, but they are now rolling out the testing phase in Australia, New Zealand, Ireland, Italy, Japan and Brazil, according to the BBC.

The feature still allows Instagram users to “like” posts, but unlike what is currently the case, users will no longer see the number of people who have liked the post. Instead they will see a user name “and others” below the post, reports the BBC...

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