Posting on Instagram can come with a rush of validation and pride when “likes” from friends and strangers come pouring in.
But those “likes” will soon be hidden.
Starting next week Instagram will start hiding “likes” for some users.
The goal is an attempt to reduce competitive pressure on the platform.
Instagram has already tested the concept in several other countries.
Starting next week, the US will be joining the list.
“Likes” or how many hearts a post gets will disappear from Instagram’s feed and user profile pages.
The user can still see how many like they received but their followers won’t know the count.
Instagram CEO Adam Mosseri says the move is to depressurize the social media platform.
He says he wants to make Instagram less of a competition, particularly for younger users.
While some users have expressed relief, social influences who need “likes” to make brand deals are concerned about losing sponsors.