This weekend saw Instagram users across the UAE receive notifications that the social media service would be removing likes and video views.
The announcement is part of a global rollout of the test, which Instagram has been trailing in select countries over the last few months. For those involved in the test, the total number of likes and views will be hidden on all posts (except your own).
Instagram explains the reason for the change in a notification that pops up in the app if you are part of the test. According to Instagram, We want your followers to focus on what you share, not how many likes your posts get.”
“Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own.”
Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. pic.twitter.com/DztSH0xiq2
— Instagram (@instagram) November 14, 2019
Instagram says that the feedback from previous tests has been overwhelmingly positive, but as this is a rather radical change, further global testing is required before it would be rolled out to all accounts.
While like and view counts are important to brands and creators who use Instagram to make money, Instagram has been under fire of late with regards to fake traffic and bullying. However, Instagram has said that it is “actively thinking through ways for creators to communicate value to their partners.”
While the test started this weekend globally, Instagram has not said how long it would last for or if/when the update would hit all users.
