Instagram Is Getting Rid Of Likes On Posts For Australian Users From Today

The rollout is set to be tested in Australia and a number of other countries.

In an effort to encourage users to instead focus on the content they share rather than the number of likes they receive, the social media platform will be testing a feature which hides one's like count from other users.

While you'll still be able to see your likes, other users will not, and you will no longer be able to view theirs. Video views will also be hidden.

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Talking on the announcement, Mia Garlick, Director of Policy, Facebook Australia & NZ Zealand said:

"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."

She added, 'We are now rolling the test out to Australia so we can learn more about how this can benefit people's experiences on Instagram, and whether this change can help people focus less on likes and more on telling their story.”

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Image: Instagram

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Also commenting on the test, Tara Hopkins, head of public policy EMEA at Instagram, spoke of the reasoning behind the move.

“This includes helping people to focus on the photos and videos they share, not how many likes they get,” she said.

“We are now rolling the test out to more countries so we learn more from our global community and see how this can benefit people’s experiences on Instagram.”

So what exactly will this mean?

  • Individual users will still be able to see their own likes by tapping on their own liker list.
  • The test simply means that others will not be able to see how many likes your post has received.
  • Likewise, you will not be able to see how many likes others’ posts have received. Your page will now look like the photo to the right
  • For businesses and creators on Instagram, this will not affect their measurement tools like Insights or Ad Manager, which they can continue to use in the same way to understand their account engagement.

One of the screenshots of the new feature sees Instagram describes the move:

"We want your followers to focus on what you share, not how many likes your posts get. During this test, only the person who shares a post will see the total number of likes it gets."

The trial had previously been rolled out in Canada, while Australia will join countries like Brazil, Japan, Italy, Ireland and New Zealand in trialling the new format.

Image: Getty