Instagram gives an idea of ​​what a future could be without “likes”

• Instagram accidentally removed the “like” counter from several users on Tuesday when expanding some tests.
• Even if it was by mistake, it is a sign that Instagram is still working on removing these counters.
• This is how this change could affect the influencer industry, according to several content creators.

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What would Instagram be without the “like” counter?

Several users found on Tuesday that Instagram suddenly – and accidentally – expanded a test to remove the public counter for the number of “likes” of each image.

The test did not actually remove the functionality, as creators could still see the total number in their accounts, and users could still “like” it.

But it made many contemplate what the future might look like without seeing how many users have declared that they like a photo.

The extensive expansion of this test was due to a bug, but Instagram has been assessing (and testing) the possibility of removing “like” counters for quite some time.

In November 2019, Instagram announced that it would begin hiding this number as part of a test. For some users, this counter never left, or came back after that test. Others saw it disappear forever.

Removing the “likes” would be positive for the industry

While some influencers and users wonder why Instagram has removed its “like” counters — again; Some people in the industry not only see this as becoming permanent, they see it as a positive.

“Even though my ‘likes’ weren’t removed, I felt a certain sense of happiness,” content creator Khadijah Lacey-Taylor tells Business Insider. This micro-influencer, who has about 17,000 followers, claims that her husband’s accountant disappeared on Tuesday.

Seeing the number of “likes” is a constant source of competition for many creators, says Andrea Pion Pierre (who has 273,000 followers on this social network). Removing them could help improve the mental health of those who post on Instagram, in their view.

A more organic way to generate content

For Lacey-Taylor, this could be an opportunity for creators to find a more holistic way to generate content that their users like; beyond just chasing the “likes.”

“Fortunately, we will continue to see our ‘likes’ with a business account,” he added.

An Instagram account registered as a business or creator has access to a detailed statistics panel, which has metrics such as “likes”, comments, impressions, reach, shared and saved items.

The combination of these metrics – which go beyond “likes” or followers – have become the most important thing in this industry of influencers, which has been maturing.

“This is the information that really interests brands,” says Jess Hunichen, the co-founder of the Shine Influencers representation agency. It ensures that metrics such as posts saved or shared are more “qualitative”. “How many people look at a publication and save it?”

Those who no longer have it have had no negative impact

Shine Influencers has a group of content creators in North America; and the majority of Canadians have already had the “like” counter disabled since January 2020, according to Hunichen. This has not had any negative impact on trademark agreements, he says.

In fact, brands have asked for more captures of the internal metrics that creators have access to.

Another influencer marketing company, Village Marketing, includes in its contracts with content creators the obligation to share screenshots of that data.

Without public accountants, brands will have more interest in that data, says the founder of this company, Vickie Segar.

“If you want to understand who is being influenced, you need to see the metrics,” says Segar, who acknowledges that this can delay the process.

Some difficulties when the “like” disappears

However, this also creates difficulties. For emerging creators who have quickly gained a following but are not yet on brands’ radar, the number of ‘likes’ is one of the few ways to prove they have that ability before brands ask for their internal stats. .

“If he engagement It is one of the main indicators of the value of a creator, not showing it publicly can cause those creators not to have those opportunities; especially if they don’t have anyone to offer them, “says Julian Andrew, Talent Representative at Select Management Group.

And beyond that, creators, industry players, reps, and marketers alike are asking the same question, will public accountants for “likes” follow or be removed forever from Instagram?

«That Instagram plays with this is a problem for us; it’s not the end of the world though, ”sums up Annelise Campbell, founder of the talent agency CFG.

NOW READ: Instagram has privately advised creators on the frequency of posts, offering a rare insight into how its mysterious algorithm works.

ALSO READ: 6 micro-influencers explain how much they charge brands to promote products on Instagram

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