Instagram Hides Likes in Australia

Instagram Hides Likes in Australia

Thursday the 18th July 2019 marked the rollout of a significant change in the operation of social media giant Instagram. Any digital agency in Melbourne can tell you that this platform is known for high engagement rates, with a very high number of users worldwide − and its popularity is still growing. Between June 2016 and June 2018, the amount of active monthly users doubled. In June 2018, it clocked up to 1 billion active monthly users. That’s a lot of potential audience for your business.

The Shock News

The news came from Instagram that they’ll no longer show users the amount of likes obtained by other people’s posts. Instead, there will simply be the nondescript message “Liked by ‘name’ and others”. It’s hard to imagine how this might affect both personal and business accounts and content creation. A large part of influencer marketing is based upon the social proof lent to content and brands via the number of likes they’ve received, with that information having always been visible to everyone in the past.
Instagram Australia’s Director of Policy, Mia Garlick, states that “the idea is to just really let you focus on the content and the experience of engaging without being worried or feeling pressured over how many likes a post has received.”

What It Means for You

If you take away one thing from this, it’s that Instagram isn’t purely about the numbers anymore. By getting rid of public likes, the onus is put back onto creating better content and better user experiences, which should always be your focus as a business. But this time you don’t have a choice. Public likes have now completely disappeared, leaving enough room perhaps for a new more user-friendly metric to come to the fore.

The Benefits

The change brings with it a number of benefits. Not only does it allow brands to focus less on likes and focus more on ROI ad campaigns, but it also encourages influencers and brands to work together to improve content for end users. It’s also thought that the change will have benefits for mental health, helping Instagram users to feel less competitive and not worry as much about the amount of likes they receive.

Stay Up-to-Date with SEO & Social Media with 23 Digital

If you’re confused about what this change to Instagram means for your business, the SEO and social media experts at our digital agency in Melbourne can help you out. We have proven experience in boosting business profitability through digital channels to improve your bottom line. Make a positive change today by calling us on 1300 233 444.

Published In : Social Media Marketing

About The Author

Ashima Swami is a Social Media Manager at 23 Digital, a full service digital agency based in St Kilda. Keeping on top of current trends, toying with creative variations and analysing data are her forte.


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