• Anna Akumova

No More Likes: How Instagram Newest Feature Will Affect Your Brand’s Growth


Instagram has been constantly updating algorithms and design features of the app since its launch in 2010. However, the latest change is by far the most drastic and the most controversial in its history.


The platform just announced via their Twitter that they were running a test that hides the likes and views count under posts in several countries. Though each account can still view the number of likes their own posts receive, their followers can’t.


Mia Garlick, the director of policy of Facebook Australia and New Zealand, stated:

“We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love”.

Even though it is still in its testing phase there’s a great chance that the change will become permanent and worldwide pretty soon, so the most important question that goes through everyone’s mind is “Will this affect my account’s growth?”


The short answer is YES, it would have an effect.

And it’s hardly negative! If the change becomes permanent worldwide, users and brands alike will be more and more interested in the quality of the content they share, rather than chasing the likes which is what happens now.


And that doesn't mean the brand will stop growing, or won't grow at all. Unlike most of influencers, brands grow on Instagram based on the content they put out and the real engagement it generates, which is not necessarily defined by the number of likes under each post, but rather by the number of authentic comments, saves and actions taken from post such as website visits, for instance.


However, it will certainly become harder for brands to select influencers to work with once one of the most important metrics is gone. The only way to find out how many likes bloggers have would be to reach out to each one and request screenshots of the page’s stats which would make the process much longer and more complicated.


So if you feel worried about something, let it be the fact that all of us will be competing in quality rather than quantity. And now, let’s get the ideas flowing! If you’re not sure about where to start with you Instagram content, contact us HERE!

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