That is, people would stress over whether their post would receive enough Likes to be deemed “popular.” This problem was particularly difficult for Instagram’s younger users, who care much more about what their peers think - so much so that they would take down posts that didn’t receive “enough” Likes. Originally, the idea with hiding Like counts was about reducing the anxiety and embarrassment that surrounds posting content on the social network. The company says it’s now revisiting the feedback it collected from users during the tests and found a wide range of opinions. (Except for that brief period this March where Instagram accidentally hid Likes for more users due to a bug.) Instagram says tests involving Like counts were deprioritized after Covid-19 hit, as the company focused on other efforts needed to support its community. Facebook additionally confirmed it will begin to test a similar experience on its own social network. Users will also be able to turn off Like counts on their own posts, if they choose. Instead, it will begin to explore a new option where users get to decide what works best for them - either choosing to see the Like counts on others’ posts, or not. This time, however, Instagram is not enabling or disabling the feature for more users. Instagram today will begin a new test around hiding Like counts on users’ posts, following its experiments in this area which first began in 2019.
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