Instagram Launches U.S. Test to Hide Like Counts from Public View

Instagram begins testing a new feature that hides public like counts on posts for a select group of U.S. users. The change aims to reduce competitive pressure and improve the well-being of younger users on the platform.

09 Nov 2019 • 1 min read

Instagram starts a limited test in the United States that hides the public like counter on photos and videos. Users in the test group still see their own total likes, but followers and other visitors do not see the number. Instagram head Adam Mosseri announces this initiative at the WIRED25 Summit to reduce the competitive nature of the platform.

The primary goal of this experiment focuses on young people and their mental well-being. Mosseri explains that removing the visible counter helps "depressurize" Instagram so users focus more on genuine connections and inspiring content rather than popularity metrics. The test rolls out to a small portion of U.S. accounts rather than the entire country at once.

This U.S. trial follows similar experiments that Instagram already conducts in countries like Australia, Canada, Ireland, Japan, and Brazil. Mosseri actively encourages feedback from American users during this pilot phase, though he does not provide specific details about the duration of the test or plans for a permanent global rollout.

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