Last week Instagram revealed that they are experimenting with hiding the like count on Instagram. In other words, you won’t be able to see how many likes a post gets when you’re scrolling through your Instagram feed.
I decided to take a little time to gather my thoughts about this although I had been causally thinking about it since first hearing rumblings of the changes a few months ago.
Like count is a very important metric in influencer marketing because it’s one way we determine the effectiveness of a campaign but it’s important to remember that it isn’t the only metric we use and sometimes it isn’t even the most important.
Here at Diversely, we’ve noticed a huge change in how brands are approaching influencer marketing. Now more than ever, brands are looking at content instead of likes. We’re also putting more emphasis on Instagram stories because of the the swipe up feature and we’re looking at video views and retention.
As with anything the industry is adapting and will continue to do so. Instagram’s team is hoping that this change will encourage more sharing and more engagement and if they’re right this might actually positively impact influencers.
While Instagram may hide like counts from the public, creators will be able to see their like counts and they will still be able to give that information to companies like Diversely and to brands as well. I don’t see this having a big impact at all on the way brand stories are told or on brand’s ROI.
And honestly, worst case scenario, influencers will turn to other social media platforms if they feel that Instagram no longer serves them.