Instagram Tests Hidden Like Counts to Reduce User Anxiety
Instagram is running a test in Canada that hides public Like counts from viewers in an effort to shift the platform's focus from a popularity contest back to genuine self-expression.
Instagram hides public Like counts in a new experiment currently running in Canada. Viewers no longer see the total number of Likes on photos or videos in the feed, on permalink pages, or on user profiles, though the original poster still accesses the full list of people who liked their content. This test accompanies a recent profile redesign that makes follower counts much less prominent.
The company aims to shift the platform away from being a popularity contest and back toward authentic self-expression. By removing these visible metrics, Instagram hopes users feel less competitive and anxious, reducing the urge to delete posts that underperform or hide behind secondary Finsta accounts. The change encourages people to share content that truly represents their identities without battling for the highest Like count.
This experiment raises significant concerns for influencers who rely on public Like counts to secure brand deals and prove their value to sponsors. An Instagram spokesperson acknowledges this issue and states the company is exploring ways for creators to communicate their worth to brand partners during this exploratory phase. TechCrunch first reported this prototype two weeks ago, and initial user reactions suggest the change could lead to healthier social media habits.