Most people are aware that Instagram is experimenting with removing the “Like” feature in its regular posts. The topic was brought up during one of my recent private group sessions by a member located in a market where Instagram is testing the concept. It led to a great discussion. I’d like to share it with you as well.
Here are a few key takeaways:
1. Markets Targeted: It appears that Instagram will remove the Likes feature worldwide. If you’re located outside of the U.S. and are experiencing Instagram’s testing, it’s likely the platform is planning to implement across its platform in all markets.
2. Positive Impact: Removal of the Likes feature will create a more equal playing ground for people to test new material instead of leaning on what has been working for them. This was something I’ve learned the hard way myself. I used to get frustrated when a piece of content didn’t perform to the standards of other content I created. As a result, I removed myself from the content ideation process and gave my team the creative freedom to experiment. With the Likes feature eliminated, I believe it will do the same for others.
3. Negative Impact: It will change the business of being an influencer, and both influencers and brands will have to evolve. The metrics that influencers show will need to change, though this will likely continue to happen regardless. Metrics are always subject to evolving and changing. Part of the reason I’m passionate about creating the groups I’ve created is to help people navigate and adapt to these changes.
It’s certainly a bold move by Instagram. As with any new change in technology and innovation, we will all have to wait and see what results.