No like, no lighty?
Personally I have mixed feelings on the subject. I couldn’t care less personally whether you can see my likes or not. I can see the reasoning for promoting positive well being and that it’s an honourable motive but I can’t help but wonder if Instagram actually has a hidden agenda here. I mean, users will still be able to view their own likes so they will be able to judge if they feel a post is doing well. If that is the case then no I don’t agree with removing likes. Let me explain a little more below.
I do love a good theory!
Up until a few months ago I didn’t know that there were algorithms to do with social media sites, that some people used robots to get likes and I had never even heard of an influencer. In fact my Instagram was occasionally used but I didn’t really understand it. Rewind to Sept 2018 and in my bid to battle post natal depression I set up an Instagram as a hobby. It was to be my therapy. There are wonderful insta communities on there and I have made some genuine friends from all over the world. Some of the lovely people I connected with were more clued up on this insta world. Fast forward to today and I have theories about algorithms and the reason why Instagram may really be hiding likes.
Instagram is a favourite platform for influencers and content creators. Brands can connect with influencers to offer them collaborations in exchange for gifted items or payment. This transaction takes place solely between the influencer and the brand. I suspect that Instagram can see its platform being successfully used to promote products – basically advertising – and they are not getting a slice of the pie. I think Instagram wants in on a piece of the action.
What has been happening is that brands review the number of likes a post has and use this to calculate a rate of engagement for the influencer. Could hiding the likes be some way of getting into the loop with the brand and the influencer? Some say this signals the end for influencers and others believe it won’t actually matter as true engagement is more than just a bunch of likes. The influencers I spoke to hoped that it would have a positive impact overall as they will be able to focus on the quality of the content they are creating as opposed to the number of likes a post would get. Although one had a concern that it would harm the way brands do business with them
I guess we will have to wait and see how this all pans out. I hope that it genuinely is to make the platform less of a competition and more about enjoying each others post. However, the sceptical part of me believes that Instagram is a business. It had a strategy and businesses aim to make money. I think someone has seen an untapped market here and are trying to find a way to get into it. If that’s the master plan then no likes should not be hidden.