Instagram to test hiding 'like' counts on some U.S. accounts

CEO Adam Mosseri says the platform will start hiding

Instagram CEO Adam Mosseri announced that the platform will be hiding likes for its US users as part of a company experiment to lessen the pressure of trying to accumulate endless likes, an initiative targeted specifically at the platform's younger demographic.

The count will still be visible to the creator of the post, but others won't be able to see it.

Instagram has already tested hiding "like" counts in Canada, Australia, New Zealand, Japan, Ireland, Italy and Brazil, the report said.

"The idea is to try to depressurize Instagram, make it less of a competition", said Mosseri, who made the announcement at the Wired25 conference in San Francisco.

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He said that Instagram doesn't know if hiding likes will improve a user's well-being, especially for teens, but the company wants to reduce anxiety and social comparison. Twitter has a beta version of its main product that hides engagement metrics, including likes and retweets, from user replies and interactions.

"Heads up! We've been testing making likes private on Instagram in a number of countries this year", Mosseri said in a tweet. He added that Instagram doesn't have any scientific proof that hiding likes will improve mental health.

Instagram influencers impacted by these experiments have told Business Insider that they are starting to feel the effects of this change on their brands because they found their posts getting much less reach than before. Ross has more than 7 million followers on Instagram.

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