Imagine logging into your Instagram page, uploading a very nice, classy picture of yourself, then waiting for 1 hour time before checking to see how many likes your finesse photos has racked up, only to find…nothing!
Unfortunately, this could be a reality in the near future. In the recent Facebook annual developers conference, themed F8, a top Facebook executive disclosed this; “we want people to worry a little bit less about how many likes they’re getting on Instagram, and spend a bit more time connecting with the people they care about”. He continued “we don’t want Instagram to feel like a competition, we want to make it a less pressurized environment.”
Could this just be a rumour spread across by charlatans? We think not, this feature is already being tested out internally and in Canada(source: Forbes)
In fact, Instagram officially disclosed to TechCrunch, a reputable tech company that they are indeed currently working on hiding likes count on posts. Users will only be to see their friend’s who like a post but would be unable to view the total number of likes.
But why this?
From the Facebook executive’s comments, it’s clear that they want users to focus more on their content and be less obsessed with the ‘likes’. This intended plan would force people to stop thinking of just beating their competitors in metrics like ‘likes’ counts and instead focus on creating great content. Asides that, ‘likes’ causes a lot of depression, overwhelming anxiety among many people. Instagram simply want people to be sane again.
Why we think this makes sense
The obsession for likes has driven many into following the wrong social media strategy. Even big brands on Instagram turn to spammy third-party apps and websites to try to boost their likes and followers counts. This strategy hurts the brand in the long run, not only are they exposing their page to hackers but could get their pages banned for violating Facebook’s policies.
Asides that, Instagram has also been proven to cause depression in young adults especially, many have fallen into depression simply because they don’t get enough likes on Instagram or their friends have more likes than them. Now with the hiding of the likes count, more people would be less crazy about their likes and focus on doing their thing peacefully on social media.
How does this affect your brand?
For sure, for brands, this won’t exactly come as good news, how would you evaluate your KPIs? How would you know your strategy is working? This is only a time to restrategize. Sure, organic ‘likes’ count has a lot to say about how good your content is but if Instagram were to make the final decision to hide it, what do you do?
INCLUDE A CTA, tell people to comment/share your post. Try to make them speak more to see how well your content is doing. Telling them to comment will help boost your organic reach and help make your posts more visible to your followers.
What do you feel about this new development? Are you happy with it? Let’s know in the comment section.