In 2019, word got out that Instagram was considering testing the removal of likes. The Facebook-owned app will not only test hiding the like count from photos, but view counts from videos, in an effort to get users to pay attention to the content itself and not their associated engagement metrics. It was also rumored in 2018 that Instagram would also change the 3 photo-grid algorithm to a 4 photo-grid layout. I was opposed to it all. This was during a time I was finally getting sponsorships from companies ranging from Clinique to Frito-lay based off my content and engagement. I had based all my photos on a 3 grid layout to be so “aesthetically perfect” and they were often coordinated by color or theme. Fast forward to today, I am finally reasoning with more than half of Instagram’s testing goals for 2020. 

I asked my 16 year old sister how does she feel about Instagram’s removal of likes. I can totally agree with her statement. For so long I only posted content during certain hours of the day. Half of the time I would purposely not post content based off the level of engagement I assumed it wouldn’t have due to my type of following. As a social media strategist, I would spend hours researching tips and different methods to increase engagement and likes. Why was this important? I have clients who are entrepreneurs getting their start-ups off the ground. I have a blog. And oddly, likes can bring in money. The more likes you have, the more money you can charge companies for postings. On average, with about 200 to 1k likes I was receiving a year or so ago, I was able to charge anywhere from $30 to $100 for postings as a micro-influencer. 

Fast forward to now, I feel less creative in regards to postings. Also, for as long as I can remember while having an IG account, I’ve been encouraged by family, friends, and strangers, “You should like… post more pictures of yourself.” If you take a look at my account, there really aren’t too many pictures of myself on my IG:

1. Feels weird, boring & vain (only for me personally)

2. Feels like too much pressure

3. I find much more comfort in posting things I’m interested in other than posting myself

And too, I’m starting to cringe at showing too much of my personal life on social media. It makes me feel like I’m stuck in the matrix of a superficial world. However, I still think I would at least post myself more if likes can just vanish. 

Does social media likes link to mental & behavioral health?

In fact, it does. Social media addictions are characterized under a behavioral addictions. The number of likes and engagement can be contributed to the dopamine-inducing social environments that social networking sites provide. This addiction has such a large impact that studies have shown that the constant stream of retweets, likes, and shares from social media platforms have affected the brain’s reward area to trigger the same kind of chemical reaction as other drugs, such as cocaine. 

The reward areas in the brain and its chemical messenger pathways affect decisions and sensations. When an individual experiences something rewarding, or uses an addictive substance, neurons in the principal dopamine-producing areas in the brain are activated, causing dopamine levels to rise. Therefore, the brain receives a “reward” and associates the drug or activity with positive reinforcement. 

- addictioncenter.com

Social media has had a connection to the increase of suicide rates. It’s the lack of receiving a certain amount of validation that can make some feel unworthy of love, interactions in real life, lack in sense of purpose. The hurtful and negative content that receives likes desensitizes and incentivizes toxic behavior on social media platforms including Facebook, Twitter, and Instagram. Facebook experimented with removing "like" counts on posts, and Twitter CEO Jack Dorsey has hinted at wanting to remove public likes from tweets. 

Creative Freedom  

Without IG Likes being visible and trying to follow an algorithm of some sort, now the thought of hiding likes gives me a huge relief. To hell with “perfectly curated” content for sponsorship and purposely posting during certain time slots for the “best engagements.” I just want to create. There’s this sense of renowned creative freedom I think the world will regain with this social media platform. Posting art and work of our own without feeling any molecular need of validation after receiving 2 to 50(+) likes. I can post a picture of a damn fire hydrant for crying out loud just for the hell of it without “interrupting” my feed’s algorithmic strategy or with a post that looks “senseless”... can finally post what my eyes capture, even if it doesn’t make sense to my following.  

It really doesn't help that there’s an increase in influencers vanquishing smaller platforms with their likes and comments that are bought - receiving many sponsorship and collaborative work. Have you noticed how odd it is for people to have 2k(+) likes and 0 comments or 115k(+) followers and 20 likes. I believe it’s possible to purchase views and comments on YouTube as well, crazy right? I think removing likes will force people to be more authentic and end the epidemic of manipulating engagement.  On top of it all, just have fun again with social media. Everything can feel less serious and overly calculated all the time for once.

Adam Mosseri, CEO of Instagram, told BuzzFeed News that removing likes was "about creating a less pressurized environment where people feel comfortable expressing themselves."

For small businesses, think about it, while browsing IG would you buy jewelry from the brand that gets 20 likes and three comments or 1k likes and 100(+) comments? The brand with 50 likes may appear a bit sketchy to some. Why doesn’t anyone know about this brand? Can you trust it…? Is it a scam? At least that’s how I used to judge business accounts trying to collaborate or offer a discount on their products. Mind you, the account with 1k likes probably have an authentic amount of 100-200 or maybe 400 likes but the rest could be bots. 

There are many other opposing views that I agree with but still much rather have a “like-less” IG feed. 

I believe this is great for entrepreneurs, creatives, businesses and people who want to “post their content and go” without any likes at all. Talent and hustle will hopefully outshine popularity. True engagement would rely on comments or the number of impressions that only the account holder can see. Instagram has already tested out removing likes in Australia. 

I always find it interesting when I have 4k impressions and 70-400 likes. Like damn, where’s the love? I know I just dropped some heat. Why yall treating me like a step-child? Any-who, it’s all good. Looks like the US might be last on the update. Wish da gram could speed things up a bit! Like… today. Remove all dat shit, ret’ na! What are your thoughts on likes being hidden? Will it affect your level of creativity? Will you engage more and scroll less? Share your thoughts in the comments below.