Instagram has recently commenced a trial to hide ‘like’ counts in several countries including New Zealand, Canada and Ireland, with Australia being introduced to the trial late last week.
Users in Australia are now unable to see how many likes a post receives in attempt to improve the Instagram experience, according to an Instagram spokesperson.
Our digital team have answered some FAQs on how this will impact your business and social media strategy.
Consumers browsing Instagram will no longer be able to see how many likes other accounts have received on images and video posts. Instead, above the caption will read “liked by ‘User Name’ and others.”
You will still have access to your reporting tools such as Insights and Ads Manager, meaning you can still see your own likes and engagement statistics. The Paid Partnerships tool will also be visible so brands can view engagement on partnered posts.
TIP: Make sure your Instagram account is set up as a business account! If it isn’t, you will be unable to access your insights through the above listed tools. If you need assistance in doing this, we can help.
Head of Digital at Adoni Media Milan Narayan says business owners should not fear the change.
“Hiding the like count removes the pressure of achieving a set number of likes,” Milan said.
“It lessens the contest between competitor accounts so you can focus on building an authentic following and producing quality content for your audience”.
If you’re concerned about your follower count disappearing, there’s no reason to worry. It has been stated Instagram has no plans to hide the follower count anytime soon.
Some of the best ways to measure engagement don’t even involve the ‘like’ button. We like to use the below metrics to assess quality and compare results from our social media campaigns.
Post Engagement Rate: Total interactions divided by your follower count
Impressions: Total number of times your content appeared on others’ feeds
Reach: Total number of accounts who saw the content.
For now, the hidden like count will only be temporary, with Instagram to respond to feedback received over the trial period to determine whether the changes will be permanent.
If you are confused about the changes, want to know if Instagram is the right platform for your business, or need help with your social media, get in touch with us today.