Opinion

Instagram isn’t hiding likes in the UK yet. Here’s why you should start acting as if they have

Written by Sophie, 23rd July 2019

So here’s the thing. I’m addicted to Instagram. Having carefully curated my feed around interiors, midi dresses and more than the occasional cat, I see it as a pocket-sized magazine that’s been written just for me. A magazine that I can read in the middle of the day and tell myself I’m still working. And one that I reach for at an alarmingly regular rate.

I’m mostly a lurker, hoovering up other people’s content more than posting my own, and I tell myself I don’t care how many likes I get. But those little hearts hold more weight than I like to admit. They influence what I post, when I post, and how much I post. And for many brands, all too often it’s the same story.

Last week, Instagram announced that it would be running trials to hide visible post likes in 7 countries, including Australia, Canada and Japan. While users will still be able to see the number of likes on their own posts, they will no longer be able to see them under other users’ content.

The move comes as social platforms come under increased pressure to demonstrate a duty of care towards their users. Instagram has been rated as one of the worst offenders when it comes to its impact on users’ mental health. Best known for its glossy shots and perfect vistas, it portrays an ideal that many feel they cannot live up to.

By hiding post likes, Instagram wants to “remove pressure” so that you can “focus on the photos and videos you share, not how many 'likes' you get".

Which is exactly why it could have such a positive impact on your content strategy.

Stop thinking about how to drive likes. And start thinking about how to tell your brand story.

Just because someone likes your content, it doesn’t mean they like you. There are certain types of content that will always drive good engagement. For an influencer, it could be posing by a pink wall, or froclicking in a pool on a giant inflatable. For a brand, it could be a timely quote to tap into #mondaymood, or a GIF to celebrate that #fridayfeeling. But while this content might drive good engagement rates, does it help audiences understand who you are? Does it make them want to spend more time with you? Does it mean they’ll think of you when they’re next looking to shop? If there is nothing to differentiate you from the next pink wall or Friday Feels, how will your content stand out from competitors?

Stop measuring social success based on engagement. And start measuring social success based on business objectives.

Just because someone likes your content, it doesn’t mean they’re going to buy from you. But if they’re saving your content for later, clicking a shoppable sticker, visiting your profile or swiping up to your website? Then maybe. But many of these actions are often ignored in the pursuit of visible vanity metrics such as likes and followers. A more holistic approach to measurement will give you so much more insight into how your social content is performing. And by considering which actions support your business goals, you can start to optimise your content around delivering business value, not just driving social engagement. Of course that’s not to say engagement is not important. You need your content to capture attention and draw people in. But it’s not the only action you should be focused on. And it’s not the only action that Instagram’s algorithm will reward.

Whether or not Instagram’s latest move will have a positive impact on your mental health is yet to be seen. But it might just have a positive impact on your content strategy.

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