Instagram will be testing a feature in Canada, hiding likes on other peoples’ photos. The owner of the account will still be able to see the number of likes, but the purpose of this test is to see rather the emotions users will show.
From anger to relief, the number of Instagram likes cause an emotional upheaval especially in today’s Millenials, and is the most detrimental social networking app for mental health.
By removing the instant gratification function, Instagram is also eliminating a social currency. Especially with influencers, a “like” directly correlates to engagement, which is the ultimate standard for brands. Brands will now put higher emphasis on comments and followers of an influencer. Brand integration and featuring may fluctuate given the response may not be quantifiable, and loyalty will heavily rely on sentiment.
Jack's Snack Bites 