Instagram expands hidden likes test worldwide

Instagram expands hidden likes test worldwide

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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.

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 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 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 “ 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 sponsorship deals). With that in mind, Instagram’s “actively thinking through ways for creators to communicate value to their partners.”

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