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Instagram started hiding the number of likes on posts for some users in the US this week as part of a broader test. It removed the like and video view counters from public view in other countries over the last few months, and now it’s ready to expand the test elsewhere.
Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. pic.twitter.com/DztSH0xiq2
— Instagram (@instagram) November 14, 2019
The Facebook-owned service said it’s rolling out the test worldwide. If you’re included in the trial, you won’t see likes and views numbers for other people’s posts, but you’ll still see them for your own photos and videos. Instagram reckons this places a greater focus on what you’re actually posting, and less on how many likes you’re getting.
Instagram had previously removed the counters for people in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand in early testing. It said that while feedback had been positive, it’s a critical change to how Instagram functions, so it’s “continuing our test to learn more from our global community.”
It also noted like and view counts are important to some people (for instance, influencers who are negotiating sponsorship deals). With that in mind, Instagram’s “actively thinking through ways for creators to communicate value to their partners.”
