Instagram is Taking Away The Like Button

The Instagram likes button is going away

What this means for users – and Influencers

Image: Facebook F8 (Engadget)

Already In Progress

Instagram has started testing removing the like button from the platform. The exercise has already begun in certain countries (Canada, Australia, Brazil, Ireland, Italy, Japan, New Zealand) and is expected to roll out to most countries in the coming months.

Account to, the idea is to encourage users to post more relevant and engaging content and not focus so much on “Likes”.

Currently, users are able to view the number of likes a post has, and also view all others who have liked a particular post. See screenshots below:

Image: Forbes

Influencers Out?

If you’re an influencer on Instagram, this may seem like a big blow. And it is. This new move will encourage businesses to use the native Instagram Ad feature as opposed to using Influencers. An influencer will have to find other ways to prove how their content gets reach aside likes (cos it’s going away).

An engagement option like “saves” and comments will really come in handy.

With this rollout, Instagram plans to remove the total number of likes from photos and videos on that show up on the main feed, profiles and permalink pages. Only the account user will be able to see the number of likes a post receives. It will show a couple profile photos next to a call out of a few names who have liked the photo, as it does now, but will no longer show the exact count of people who liked the post.

Instagram says the reason for this update is to have users concentrate on their posts and interacting with the app rather than likes. Many users will delete photos that do not get “enough” likes. A recent study has more info this. Check it out here.


If this test is successful on Instagram, it could spread to other platforms like Facebook in the hope to create a healthier social media environment for all.


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