As part of a trial to remove social pressure, Instagram has hidden likes on its platform to allow users to focus on the content, rather than expectations to follow a trend.
Announced on Twitter, Instagram stated that currently the trial is running in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.
Mia Garlick, director of policy for Facebook Australia and New Zealand said in a statement, “we want Instagram to be a place where people feel comfortable expressing themselves,"
“We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.”
Measurement tools for businesses will not be affected during the trial, a spokesperson for Instagram clarified.
We’re currently running a test that hides the total number of likes and video views for some people in the following countries:— Instagram (@instagram) July 17, 2019
✅ New Zealand pic.twitter.com/2OdzpIUBka
As a continuation from this, Instagram has also launched a feature that will warn users that their content could be considered offensive when uploading, as well as warning users that their account is close to being banned.
While likes will be hidden from the timeline, users can reveal the total amount of likes by clicking into the likes area to reveal the full list of everybody who engaged with the material.
The test was launched in Canada with Adam Mosseri, chief of Instagram, saying, “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 that they care about.”