Instagram tests hidden likes for more users and they're freaking out

Instagram’s rolled out their latest feature update in a number of key markets, making like counts on posts visible only to the account holder.

After an initial test in Canada from April, the company expanded the feature to Australia, Ireland, Brazil, Italy, Japan, and New Zealand across the course of Thursday.

We’re currently running a test that hides the total number of likes and video views for some people in the following countries:

✅ Australia
✅ Brazil
✅ Canada
✅ Ireland
✅ Italy
✅ Japan
✅ New Zealand pic.twitter.com/2OdzpIUBka

— Instagram (@instagram) July 17, 2019

The official line is that it's designed to "reduce pressure” on users and increase focus on the content itself, rather than the numbers it generates.'

"We want your friends to focus on the photos and videos you share, not how many likes they get. You can still see your own likes by tapping on the list of people who've liked it, but your friends will not be able to see how many likes your post has received," the company tweeted.

SEE ALSO: Instagram's new 'restrict' feature blocks bullies without them knowing

As expected, people took to Twitter to share how they feel about it — possibly just because they’re already suffering heart-count withdrawal, and Twitter faves are very much still a thing.

Not everyone was a fan, with the topic trending worldwide within a few hours.

NOOOO I JUST GOT THE INSTAGRAM UPDATE WHERE U CAN’T SEE HOW MANY PEOPLE HAVE LIKED THE POST pic.twitter.com/6GmJUc7hlT

— 𝐫𝐞𝐠𝐢𝐧𝐚🧸 (@ghostinreg) July 18, 2019

This would be better if it was optional. Those who want to hide their likes can have the option to hide them, those who don’t want to wont need to. You already give us this option for comments, why not likes?

— Elizabeth Villalobos (@_elizabethdrea) July 18, 2019

When Instagram hides likes, how am I going to see who likes the pictures of my crush? pic.twitter.com/Tok8ks43U6

— Andreww (@AndrewwGrayy) July 17, 2019

am I the only one who hates this new update? #instagramlikes

— em 🦋 (@emily_oakley_) July 18, 2019

Won’t somebody please think of the influencers?

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What about the people using it for income? The people who work hard creating content, to then have their hard work not praised/not shown how successful it was to others?? Instead the app ruins the quality and doesn’t show the posts to 90% of followers? #instagramlikes #instagram

— luce (@LucieSeviour) July 17, 2019

brands rly boutta start only paying content creators they already have good relationships with. if you're not already established uhhhhhh good luck man

— lil snitch ♡ (@babysnitchery) July 17, 2019

instagram: we're hiding likes!

ig influencers:pic.twitter.com/FqpNMMhTkv

— electra (@notlipglosse) July 17, 2019

i feel like @Instagram should have the OPTION to turn off displaying your likes for business reasons, now kids are gonna be buying their followers, receiving sponsorships and businesses wont realise what’s real

— Melly (@AngelMelly) July 18, 2019

australian instagram users enjoying the new update until influential american influencers get it shut down #instagramlikes pic.twitter.com/rqhj65DP2x

— izzie (@iheartflicker) July 18, 2019

But plenty of people were loving it already, whether it was for the cleaner look or the freedom from the shame of unloved content.

HOLY SHIT INSTAGRAM REMOVED LIKE NUMBERS HALLELUJAH

— troye (@troyesivan) July 18, 2019

instagram starting to not show the amount of likes is ABSOLUTELY a step in the right direction and im stoked

— Tyde Levi (@TydeLevi) July 18, 2019

Omg I can’t see people’s likes on Instagram anymore and it’s kind of... nice? pic.twitter.com/xg5pQwBCzW

— Shauna 🌪 (@shaunabellew) July 17, 2019

Likes have officially dropped off my Instagram and I really love it. I already feel like I'm not looking for how many people have engaged and I just pay attention to what's written and been posted. #InstagramLikes

— Alex Anastassiou (@alexanasta_) July 18, 2019

Instagram is about to hide the likes amount, now i can finally post shit and not worry about buying likes . Ugh my friends will never find out that my 7k followers are bots
pic.twitter.com/xqK3AP9wG8

— lil cuban 🇨🇺👠 (fan account) (@gagathatbitch) July 17, 2019

The positive effect it could have on mental health, especially for younger users, was noted:

Love this! Can only think of the amount of bullying/popularity contests I've seen in schools I've worked in winding down without being able to measure likes. This very well may work towards improving mental health in young people. #instagramlikes

— Keeks (@kirrilaa) July 18, 2019

I'm am in love with Instagram's new policy on viewing likes. Only you can see your posts total no.of likes. This will now discourage the notion of number of likes = self worth and end the trend of comparing yourself to others. This is a mental health plus+ Well done #instagram 👏

— ÉaniaMcG (@EaniaMac) July 17, 2019

While others were plotting alternate methods for propping up their fragile egos.

Since Instagram has removed Likes, I'm just going to have to rely on people adding me to their Close Friends list for validation.

— Ginger (@gingerBFG) July 18, 2019

instagram can take the likes as long as they leave that you can still see who has watched your stories so you can build a rich internal imaginary life based upon the views xx

— Bec Shaw (@Brocklesnitch) July 18, 2019

Others pointed out that the motivations may (and this may shock you) be less than pure.

I think the #instagramlikes thing is a huge mistake. If you can't see likes you are far less likely to 'like' an image. That reduces interaction, which is death for an interactive platform.

— Adam Liaw (@adamliaw) July 18, 2019

Disgusting that you would think Zuckerberg is about revenue when he’s simply trying to be a good citizen

— Paris (@DavidParis) July 18, 2019

I remain a bit skeptical that hiding #instagramlikes will make a massive impact. My feeling is that behaviour will shift to commenting - which is means users spend more time on the platform & this is viewed as a higher level of engagement. #cynical

— Jocelyn Brewer 🌈 (@JocelynBrewer) July 18, 2019

And yes, the now-mandatory chorus of CEASE THIS MADNESS AND GIVE US THE CHRONOLOGICAL TIMELINE BACK.

Everyone: @instagram all we want is chronological order so people see our posts@instagram : we’re deleting the ability to see the number of likes and video views

Everyone: pic.twitter.com/Z8V9kMaX7k

— Darrell Jackson (@djvcks) July 18, 2019

Everyone: chronological order?

Instagram: hide likes?

Everyone: chronological order!

Instagram: hide likes?

Everyone: CHRONOLOGICAL ORDER!!!!

Instagram: hide likes? https://t.co/NMoWhawnkj

— Garrett Mundy (@GarrettIvo) July 18, 2019

The thing that makes people feel shit about themselves on @instagram is the false narratives people paint & subsequent comparison of their lives & bodies against others, not the amount of likes they get.
Engagement is a KPI & collaboration tool. We just want chronological feeds. pic.twitter.com/Dysp2YKS0k

— liv bevan (@livbev) July 18, 2019

Fortunately, there’s still a way to make sure everyone knows your thirst traps are working: just get the numbers out there manually.

If you're upset about no one will see likes on your post,

you can screenshot your private likes from your post and make a new post of it so people can still see how many likes you got and how popular you are just for your peace of mind ;)#instagramlikes

— low res cat. (@yohkeke) July 18, 2019

Or just, y’know, lie.

Instagram’s new like-hiding feature is already having unexpected effects. pic.twitter.com/V5DQYRJAD5

— James Colley (@JamColley) July 18, 2019

Of course, even if this change is rolled out permanently across the whole platform, likes themselves aren’t actually going anywhere — the only thing being removed is the number displayed publicly. You can still see whether your shot of the epic #sydneysunset on your commute home got 15 likes or 500 — you just won’t know whether that’s more or fewer than the 17 identical ones your friends posted.

In other words, for individual users, the dopamine hit of the number stays, but the ego blow of seeing other people’s is less of an issue for those who are susceptible to such things.

But it’s interesting to note how many people feel that if their likes aren’t publicly visible, they may as well not be there at all.

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