Going, Going, Gone: Instagram’s Newest Change
A Social Media Giant
The speed with which Instagram has grown and changed after its initial post in 2010 continues to shock and surprise the social media world. Since Facebook acquired Instagram in 2016, the number of active users has more than tripled to over 1 billion. This means that 1 out of every 8 people in the world is on Instagram. The majority of Instagram users are 18-24 years old, meaning they are Millennials and Gen Z.
The old, clunky layout of Instagram has been replaced with a sleek new feed and entertaining posting options such as IGTV and Stories, which includes various useful features: polls, stickers, and even tabs that allow donations to your favorite charity.
A pillar of Instagram, and possibly its most popular feature, are Likes. There are over 3.5 billion Instagram Likes per day, according to one article. Instagram recently dropped the bomb that it has been testing removing its Like feature in certain markets, and users are divided over whether this idea is brilliant or terrible.
Branding on Instagram
There are over 25 million brand accounts on Instagram, National Geographic being the largest (behind Instagram themselves, of course): they have raked in over 127 million followers and show no signs of stopping. 8 out of 10 Instagram users follows a brand account, which gives companies massive potential to gain revenue and customers on Instagram. Likes are a great way for businesses to gauge how many users are seeing and interacting with their content, and helps them know which of their products to promote and which of their products to cut back on.
Not being able to view consumer Likes on Instagram could be detrimental to businesses trying to launch a new product or service. Don’t worry though: brands and individual users will still be able to see the number of likes on their posts. Removing the “Like” feature means that other users will not be able to see how many “Likes” another user or brand’s post got. This is an attempt by the company to be a safer and more accepting place.
A More Accepting Instagram?
First tested in seven other countries, such as Canada and Australia, this new feature removes an Instagram user’s ability to see how many people liked a post they are viewing. It is still possible to ‘like’ a post and not every user will be affected in the initial trial.
This is all part of Instagram’s plan, according to CEO Adam Mosseri, to make Instagram the safest place on the internet. With users, especially young users, seeking affirmation through the number of likes their posts receive, Instagram hopes that removing the feature will improve user well-being.
Most users agree. Some, however, point out that more bullying and abuse happens in the comments on Instagram than over the number of likes.
Instagram also hopes that there will be an increased focus on what users share rather than how many likes they might get on the content they choose. Perhaps more people will post real content and what makes them happy, instead of content generated to bring more likes.
Will the number of likes feature be removed forever? It still remains to be seen, but the fact that Instagram has brought the feature test to its home turf seems to point in a permanent direction. With users divided on whether this decision is necessary or even beneficial, it remains to be seen if this newest Instagram change will bring freedom or frustration.
The Branding Effect
In the past, the number of Likes on a post could be very misleading. A large number of Likes seems to equate a large number of agreeing users. However, this feature signifies more engagement than performance.
Without Likes, brands with the ability to pull granular data will rise above the pack, possibly forcing marketers to become more professional about how they measure performance.
Although Likes might not be the best way to measure performance, they’re a good way to see how a brand’s content is stacking up against the competition’s. Likes are an easy way for businesses to monitor how their competitors are doing without having to know any inside information about the company. Instagram is easily accessible and simple to use, and “Likes” can help brands see what their consumers want to see more of by checking out what their competition is posting.
The Evolving World of Instagram
Removing the “Like” feature on Instagram is only the first step. If you look back at how much Instagram has changed since its inception, you can judge how much it will change and evolve in the coming years. While users might complain about changes to the platform, almost all users prefer today’s Instagram to the original Instagram. Although “Likes” might be going away, businesses will find new ways to use the platform to their advantage. The minds behind Instagram have individuals and brands in mind when they make changes to their app - and they will do what they see fit to make the platform a more useful and welcoming place for all.
