Instagram CEO Says the Platform Will Test Hiding 'Likes' Starting Next Week

Justin Sullivan  Getty Images

Say goodbye to your Instagram likes. But those likes will soon be hidden for some US users.

During an interview at WIRED25 just two hours ago, Instagram CEO Adam Mosseri announced that the Facebook-owned photo sharing app is going to begin testing the hiding of "likes" in the U.S. next week.

So far, Instagram has been testing hidden like counts in seven countries, including Brazil, Canada, Japan, and others.

Users will still be able to see the likes they receive on their posts if they want, but those metrics won't be visible to others on Instagram, the company said. Mosseri shared that the disappearing act of "likes" won't hit every region of the United States al at once, but the slow rollout is inevitable.

It was in April this year, that Instagram was first reported to be working on removing likes from its platform. It's therefore harder to compare whether your post of a cute dog is getting more traction than a friend's photo of their cat.

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"The idea is to try to depressurize Instagram, make it less of a competition", said Mosseri, who made the announcement at the Wired25 conference in San Francisco. Some users may become obsessed with seeking "likes" on posts, using them as a sort of status symbol.

"When you remove engagement indicators, people engage less", Beykpour said while briefing journalists at Twitter headquarters in San Francisco earlier this year.

But the changes could also be a blow to smaller influencers who relied on large numbers of likes to attract brand deals. Followers won't be able to see it, Variety reports, and it won't be in public feeds.

"We have to see how it affects how people feel about the platform", said Mosseri, "I've been spending a lot of time on this personally".

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