Instagram testing no 'likes' in NZ

2:08 pm on 18 July 2019

Instagram will test the removal of 'likes' from New Zealand-based users' content from today.

The Instagram logo

Instagram has tested the removal of 'likes' from New Zealand-based users' content from today. Photo: 123RF

The social media platform, owned by Facebook, tested the removal with Canada-based users in May and is now expanding to other countries.

Facebook's Australia and New Zealand director of policy Mia Garlick said it wanted users to focus on content, not the number of 'likes' they get from other users.

"We want Instagram to be a place where people feel comfortable expressing themselves," she said.

"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."

Instagram will use the test to see if it improves users' experience on the platform.

Users will still be able to see the total number of people who have liked their posts, but other users could not see that information.

'Likes' would not be visible on content on the Instagram feed, profiles or on permalink pages (direct URLs to the post).

However engagement measurement tools that businesses or 'influencers' use such as Insights or Brand Manager will not be affected.

Influencers are individuals who are paid to promote products on social media platforms such as Instagram.

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