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This is why Instagram really removed our likes

Instagram has removed the like count, why? Photo: Getty Images.
Instagram has removed the like count, why? Photo: Getty Images.

One week into Instagram’s new likes ban and there have been tears, tantrums, praise and from some, indifference.

I personally did get a bit of a jolt when I posted a cute birthday photo round-up for my best friend, and the dozens of likes that came in just suddenly... didn’t matter.

It was weird, and I’m ashamed to say it was a little confronting to know how much I really did like seeing that number go up.

The whole country has been going through a similar thing.

So why did Instagram really ditch the like count?

Being a pure cynic from head to toe, Instagram’s public line didn’t quite cut it for me.

“We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love,” Facebook Australia and New Zealand director of policy, Mia Garlick said in a statement.

“We are now rolling the test out to Australia so we can learn more about how this can benefit people’s experiences on Instagram, and whether this change can help people focus less on likes and more on telling their story.”

So is it really about freeing the bonds of the like count that shackles Instagram users to the concept of manic likeableness?

Or is this a bid for new advertising dollars from small businesses and data from an increased amount of comments that the likes shield might prompt, as Dave Levett suggested in a column for Mumbrella?

It turns out, it’s most likely a healthy mix of both.

A baby step in online wellness

Instagram says the move is to boost users mental wellness by removing the app's comparative nature. Photo: Getty Images
Instagram says the move is to boost users mental wellness by removing the app's comparative nature. Photo: Getty Images

The eSafety Commissioner Julie Inman Grant told Yahoo Lifestyle that the measure taken by Instagram was definitely a positive from a mental health perspective, but isn’t an earth-shattering move from the tech giant.

“Removing the number of 'likes' on posts is a positive step towards making Instagram's platform a more optimistic and supportive space for users,” she said. “... this pilot can help minimise feelings of inadequacy and encourage a healthier relationship with social media.”

That said, the Safety by Design report and initiative that the eSafety commission heads up didn’t focus too much on the ‘likes’ feature in their findings.

The broad finding of the commission argued that better practical controls were needed to address danger and wellbeing online.

As in, a better blocking system, anonymous reporting features, access to education and helplines when necessary through the platform.

One of the key recommendations was that, “Users should be given the tools to be able to control how they want to engage and interact online”.

It could be argued that removing the ability to see the number of likes is a bit of a weird measure to champion, rather than making airtight security the default as the commission suggests, or including warnings of the potential dangers of social media overuse as the UK’s equivalent commission Status of Mind suggested.

“More can be done,” Ms Grant said.

A win for mental wellbeing! (and the company)

As part of the trial, a like is just a like on its own. Photo: Supplied
As part of the trial, a like is just a like on its own. Photo: Supplied

Anthony Svirskis is the CEO of Tribe, an app and company specialising in social media advertising for influencers and brands.

He says that of course the change to the app are geared towards a business model, but that the model itself is actually geared towards user’s wellbeing.

“Instagram’s primary objective is user experience.,” he told Yahoo Lifestyle.

“A user's wellbeing is a legitimate concern for them, and if not addressed, it hurts their bottom line in the mid to long term,” he explained.

“So ultimately there is a corporate agenda to protect and grow the ad dollars, but these sort of changes have dual benefit, which starts with happy users, then happy advertisers.”

He says taking away likes won’t spark an influx of advertising cash for the group. Instead, he predicts the impact on advertising will be minimal because advertisers can easily track how many people actually visit a site or product, and purchases.

Bottom line? It may just be a rare case of a true win, win.

Or maybe everyone will hate it, and jump ship.

All I know is when I saw a like pop up on my phone from my Instagram post this morning, I didn’t get around to checking on the post in the app, and counting the amount f people who had interacted with it.

It’s something I never even realised I would normally do, and I don’t know if it was the missing like count, or a WhatsApp influx of cute niece and nephew photos that coincided with the notification that was behind it.

Guess we’re just going to have to wait and see.

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