Why Instagram is canceling likes and how it will affect users

How the platform explains its decision

Information about canceling likes on Instagram appeared back in April 2019. Mobile app expert Jane Wong said that the social network is testing a new display mode: users will no longer see how many likes others have. Under the photo, account visitors will see the name of one who liked with the postscript and others. The specific number of likes will only be available to the account owner.

Instagram representatives explained the innovation simply. They want users to focus on the content itself, rather than counting likes. This will allow people to focus on self-expression, stop competing in popularity, and feel psychological comfort.

Instagram believes that by hiding the counter, users will ditch their virtual split personality. Some people do have two accounts. This phenomenon is called Finstagram (from the words fake and Instagram). Finsta accounts receive pictures that seem too imperfect for the main accounts and therefore are unpromising as "like-generating" ones.

However, it's hard to believe that Instagram management is genuinely concerned about the psychological comfort of users. The popularity of the social network has always been kept in a competitive spirit. By the way, even after hiding likes, the totals will still affect the ranking of posts in the feed.

How will this affect ordinary users

The pressure of other people's popularity, broadcast through the social network, for some really turns out to be a serious test. For example, a survey in the UK found Instagram and Snapchat to be the leaders among resources that depress well-being and self-esteem. Including because users are worried about the low number of likes and even delete photos that have received insufficient reactions.

However, for most people who do not make money from likes, hearts are a so-called orbiting tool. This is a type of relationship where you just like someone's page, but do not engage in active communication, but remain “in orbit”. This way you can keep in touch with distant acquaintances, former colleagues and other people who want to convey a virtual hello without starting a dialogue. In essence, such a like means: “Hi, I can see you! It's great that you are somewhere."

Competition usually appears when a user collects not a few hundred subscribers, but at least a few thousand, and becomes a micro-influencer - a local opinion leader. After that, the account owner can already receive advertising offers.

SMM specialists will begin with a vengeance to involve subscribers in the discussion. So the number of questions like "What are your favorite songs?" under photos with goods will grow significantly.

There are many instructions on the web on how to automate getting likes. It's no secret that many accounts achieve popularity just due to the promotion. With comments, things are more complicated: they are more difficult to algorithmize, and the responses of "factory" bots are visible to the naked eye.

Those who make money on cheating will have to revise the list of services, because the easiest way to promote an account will no longer work. On the other hand, the demand for comments is likely to increase. By the way, one comment costs about twice as much on the black market as one like, and one and a half times as much as a new subscriber.

Experts from the digital agency Atvinta suggest that advertisers and popular bloggers will not be too affected by the changes in the interface. The former will receive even better ad services, while the latter will have nothing to worry about if they create good content. At risk are dummy accounts and those who are engaged in gray promotion.

Earlier in its blog, Instagram has already announced its intention to fight cheating and the sale of drawn hearts. Self-learning algorithms were used to remove "illegal" likes and catch third-party applications that generate them. Ultimately, all of this is intended to ensure compliance with the terms of use of the service.

Cancellation of likes in this regard is one of the methods of the same struggle against the uncontrolled popularity market and "dead souls". As you would expect from a corporation, Instagram is primarily interested in legal and commercial aspects, even if it makes a nod to the trend of mental health and self-acceptance.