Instagram announced this week that it is testing a new hidden likes feature that will conceal the number of likes an image or video receives. Hidden likes will only affect Canadian users on their profiles and in their Feed. The owner of the profile will maintain access to the number of likes for their content.
Hidden likes can take the pressure off users to have their photos perform well, which is exactly what Instagram wants. Instagram states that it wants users to "focus on the photos and videos you share, not how many likes you get." This may encourage more high-quality content rather than click-bait or promotional photos.
The same phenomenon of hidden likes is popular with younger generations who use VSCO, another photo-sharing platform, however, this platform has no likes at all. With Instagram following suit, it could radically change how we all use the platform and interact with one another.
Hidden Social Media Likes
Instagram's New Experiment Tests Hidden Likes on Posts
Trend Themes
1. Hidden Social Media Likes - Opportunity for platforms to reduce the emphasis on popularity metrics and promote high-quality content.
2. Pressure-free Photo Sharing - Opportunity for photo-sharing platforms to create a more positive and authentic user experience by removing the pressure to gain likes.
3. Shifting User Behavior - Hidden likes feature could revolutionize how users engage with social media platforms, encouraging more meaningful interactions.
Industry Implications
1. Social Media Platforms - Opportunity for social media platforms to differentiate themselves by implementing hidden likes and fostering a healthier online environment.
2. Digital Advertising - As the number of visible likes diminishes, advertisers may need to reassess their metrics and find new ways to measure user engagement.
3. Digital Influencer Marketing - Hidden likes may prompt influencers and brands to shift focus from likes to more meaningful metrics, such as user comments and direct engagement.