Instagram is Switching Off ‘Likes’ and People Aren’t Happy

Instagram's CEO, Adam Mosseri, announced over the weekend that the platform will stop displaying the number of likes posts

Instagram announced over the weekend that it will remove the ‘like’ counter from photos in the US, in order to create a safer social network.

The photo-sharing app’s CEO Adam Mosseri announced on Saturday that the company was going to be expanding the ‘private likes’ feature, which still allows users to like posts, but doesn’t display them to other users.  However, some people aren’t keen on the idea.

Will the private likes feature make Instagram a safer, more mindful place?

Private Likes for Public Lives

Instagram, of course, was designed as an inherently public space. However, in recent years, social media in general and Instagram in particular, have come under scrutiny for the effect they have on users’ mental health.

According to a study of more than 6,000 12-15 year olds, those who use social media more heavily were likely to report issues such as depression, anxiety, and loneliness. They were also more likely to be aggressive and prone to antisocial behavior than teenagers who shunned social media. Many feel that Instagram encourages users to analyse and assess how many likes each post receives, with users in turn comparing their like counts to friends and celebrities.

However, while some users have praised the move, others have been critical. Rapper Nicki Minaj, for example, tweeted that she won’t be using the site any longer.

Other, less famous users have also criticized the decision:

Of course, you’ll still be able to like other users’ photos, and you’ll still be able to see how many users have liked your posts. The only change is that the number of likes isn’t publicly displayed.

Dark Paths, Dopamine, and Designer Lifestyles

It’s no secret that social media platforms, from Facebook to Instagram, design their sites and apps to trigger dopamine bursts in users, when they receive a notification. Facebook almost perfected the craft, and some have attributed the recent problems the network has encountered to this design process.

Dopamine is a “reward” chemical, produced by the body following positive stimuli, such as after certain foods, to motivate continued behavior. The notifications received by social media users are designed to trigger a release of dopamine to help keep users engaged in the platform which, in turn, helps make more money for the platforms.

While removing the likes from Instagram may reduce the frequency and effects of the dopamine bursts for regular users, others are concerned about users whose careers revolve around the platform.

These concerns seem unfounded, however. Users will still be able to see their analytics if they switch to a business profile, while likes and comments will almost certainly ensure that posts are given preferential treatment by Instagram’s algorithm.

One group of users who are likely to miss out are, unfortunately, influencers.

If Instagram is making this change to force ‘influencers’ to switch to a business profile, in order to monetize these accounts, and dressing the like-hiding up as a mental health issue, then perhaps Mosseri is more Machiavellian than we thought.

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Written by:
Tom Fogden is a writer for with a range of experience in the world of tech publishing. Tom covers everything from cybersecurity, to social media, website builders, and point of sale software when he's not reviewing the latest phones.
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