Doesn’t anyone like me? Where have all my likes gone?
Likes on Instagram are being hidden, as the Facebook-owned firm recently began expanding a test program hiding the number of likes — or more accurately the small heart buttons we click to show support — that posts on the platform receive, showing the total number only to the person or brand who authored the post.
Instagram head Adam Mosseri recently appeared on CBS This Morning and said, “We don’t want Instagram to be such a competition. We want it to be a place where people spend more of their energy connecting with the people that they love and the things that they care about.”
The change brought to some U.S. users what Instagram has had in the works since 2018, when it began testing hidden likes for certain users in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.
The tests have brought praise from some, outrage from others, and caused some to voice concern that hiding like counts could have a negative impact on marketers, especially those involved in influencer marketing.
It’s no wonder that concern has been 工作职能邮件数据库 expressed by some marketers, as by 2022 brands are expected to spend as much as $15 billion on influencer marketing according to recent forecast data from Business Insider.
How will hiding like and other engagement counts affect customer engagement rates, and how will it change B2B influencer marketing?
Let’s look at some of the ways that B2B marketers can adjust to the new hidden Web.
Instagram Tests Hiding Like Counts — What Does it Mean?
What Does It Mean with pens and paper image.
As we mentioned, the ability to click the heart button to like an Instagram post hasn’t gone away during the test, but only a post’s author will be able to see how many likes their item has received. Exactly how this will affect the various engagement metrics brands have in place remains to be seen, however the measurement of likes now faces a sizable challenge.
Although Instagram and parent company Facebook have yet to release any results from the tests, or even any indication that they may become permanent, some firms have started to look at initial results using their own data.
One early study of 154,000 Instagram influencers from influencer marketing platform HypeAuditor looked at how like counts were affected in the non-U.S. test countries, showing that among influencers with between five and 20,000 followers there was an across-the-board decrease in the total number of likes, as shown in the image below.
For influencers with between 5,000 and 20,000 Instagram followers, likes dropped between three percent and 15 percent in each of the nations, the study results showed.
Among influencers with between 100,000 and a million Instagram followers, total like counts were also shown as having fallen, with the exception of those in Japan, where like counts surprisingly rose nearly seven percent, as shown in the chart below.