# A Farewell to Instagram Likes

- Link: https://chatterblast.com/blog/a-farewell-to-instagram-likes/
- Published: 2019-08-02T18:48:25-04:00
- Author: Jackie Kollar

We’re all victims of Instagram’s continuous updates to algorithm, user interface,
and policies. But the app has certainly done a number in their latest test to users
in Canada, Japan, Italy, Ireland, Brazil, New Zealand, and Australia. Over the course
of July, users in these countries were shocked when logging in and finding out Instagram**
hid their likes**. Panic, of course, quickly followed. 

Here’s the skivvy: Instagram claims the test is a push for users to focus on the
quality of the content (photos, videos) published to the platform, and to shift 
focus away from the quantity of likes/views the content receives. And while users
are unable to see likes on content published by other accounts, they are still able
to privately view the amount of likes on their own content. 

[[

###### _SCREENSHOTS VIA INSTAGRAM_

Unless you’re hellbent on Instagram likes, _that’s a whole other blog on its own_,
this update shouldn’t affect you as an average user. So where does this update does
become a concern? For any brand or influencer accounts who determine success based
on the number of likes and/or views. Without the public metrics, it will become 
increasingly difficult for these types of accounts to value their account and individual
posts. 

The plus side? This results in higher quality content, and forces brands and influencers
to work alongside to determine what types of content show results. Imagine, influencers
creating quality content and not content just to gain likes, views, and comments?
Is this the death of #ThirstTraps? Jokes aside, this shift gives the general public
a better experience: 

 1. **Say goodbye to bots, fake follows, and fake engagements**. This creates a, dare
    I say, creative atmosphere that Instagram was intended for. Without public vanity
    metrics, other metrics such as video completion rate and toggling audio will need
    to be considered.
 2. **Influencers and brands need to work in tandem**. Farewell to the days of, “here’s
    10% off your next purchase” next to a bathing suit shot. Brands will need to vet
    and work closely with influencers to create content that is creative and thumb-
    stopping. Something that sells the products and services for more than its likes.
 3. **ROI**. Every marketers favorite acronym. (Return on Investment.) Without public
    likes, there’s going to be a heavy push for transparency, and asks for the influencers
    to share their analytics or, in a perfect world, ROI to be based on clicks and 
    purchases. 

**So what now?** Well, nothing at the moment. This is still very much in a testing
phase, but if this test results in a larger action, you better believe there will
be an even stronger focus on Instagram stories, IGTV and Instagram’s most recent
venture, [Instagram Shopping](https://help.instagram.com/191462054687226). Each 
of these services provide actionable metrics (clicks, swipes, purchases) and allow
for better performance tracking. And the largest benefit of them all, taking the
focus off of quantity and shifting towards quality content.

**I’m not here for the likes, I’m here for the content, baby. **