Instagram is rolling out a global feature that allows users to hide the number of likes on their posts, aiming to 'depressurise people’s experience' on the platform. The tool, tested in several countries since 2019, replaces the like count with a follower's username followed by 'and others'.
Instagram boss Adam Mosseri told the BBC the feature gives 'people more control over the experience'. Despite research suggesting removing likes had little impact on behaviour or wellbeing, Mosseri said it was introduced to make 'people feel good about the time they spend' on the platform.
Users can toggle the feature on or off at any time, and can also hide counts on specific posts before or after publishing. Even if a user has Like Counts enabled, they will not see numbers on accounts that have hidden them.
Mosseri acknowledged a 'polarised' reaction from creators who rely on likes for brand partnerships, but said the feature does not affect revenues. Instagram's algorithm still considers likes alongside other factors like user engagement.
On plans for an Instagram for under-13s, Mosseri said the idea was not 'fully fledged' and that verifying ages remains difficult. He stressed the need for 'more responsible' oversight to give parents transparency.
