The possibility of Instagram removing likes is making users cringe in an act of desperation.
As if “Likes” is a means of validation. Instagram removing likes count was found coded into the Instagram algorithm and was discovered a few weeks ago. Although Facebook denied they would be hiding the likes from your audience, they are currently testing it in select regions.
A test run rolled out this week in Canada and other markets will also experience the Instagram removing likes test.
Instagram hiding likes from the audience in an effort to curtail anxiety and social isolation and focus on true engagement.
Instagram Removing Likes Counter Is Not So Bad After All.
Here’s my opinion as a marketer. If you are trying to build a true brand for yourself or your business then likes don’t matter. Why? Because they are not true engagement markers nor do they have an ROI.
As you scroll through your feed you may like a post however, what we really want is for our followers to click on the post, read the caption and talk with us. That’s the number one reason likes don’t matter. Engagement trump likes. Want to know if an influencer or brand is worth your partnership? I love Hype Auditor. I recently went on a searching spree and snooped on every local so-called influencer in town. While most influencers came back under 3% engagement rate (ER). One actual company with over 112K followers had a whopping 0.01% ER.
How Instagram Removing Likes Counter Will Affect Influencers
You may see your favorite influencers come off their pedestal. Likewise, you’ll see a drop in #Ads and fake promotional ads. Yes, there is such a thing, where influencers fake sponsorship. One local Houston podcaster uses a similar tactic. He mentions his episodes or posts are sponsored but in reality, he is using affiliate links.
What should you do about Instagram hiding likes?
As brands shift to focus on engagement, so will influencers and users. Brands prefer their influencers to talks to 10 followers and influence their purchasing behavior than posting an image to their hundred thousand nonengaging followers. If I tell 10 people about my experience with a brand and they, in turn, carry on a conversation about that brand and cause them to purchase the products that are worth more than likes. Unfortunately, you can’t track the ROI of like but you can track the ROI of true impact.
Why True Impact Matters More Than Likes?
Because Instagram is focused on connections, privacy, and 1 to 1 interaction, here are some tips to increase engagement.
Focus on messages. Commenting and direct messaging is now king over likes and followers. Increase your chance at receiving comments by promoting your audience with a creative call to action/question. Increase comments through stories by using polls, questions, quizzes, and Instagram stickers. Then continue the conversation further by responding to your replies via direct messaging (DM). Don’t forget that talking back in posts comments helps to open the algorithm up to show your posts to more people.
Consider engagement groups in a different way. Traditionally these groups are used to elicit comments and likes. Use them now as a way to carry on conversations within like niches rather than soliciting likes. Finally, continue to post consistently and actively search similar accounts in your niche to interact with.
Facebook is focused on making Instagram the platform where people connect with others. While hiding likes may worry you, it truly is a move that will help grow your brand. Continue to connect using all the viable tools Instagram has to connect with users. What are your thoughts on Instagram hiding likes? Do you think Instagram removing likes has any effect on your account growth?