From today, Australian Instagram users won't be able to see how many likes other posts receive, with the social media platform implementing a trial that was first rolled out in Canada in May. By which Instagram says that not getting enough likes can impact the user's self-esteem and get them into depression.
Insta says it doesn't want the platform to feel like a competition.
The pressure of gaining likes has been criticised for impacting on the mental wellbeing of users, particularly younger ones, with a Pew Research Centre study showing 37% of United States teens feel pressured to post content that will attract a lot of likes.
Instagram has begun hiding likes and video views as part of a trial aimed at removing "pressure" on users and shifting the focus instead to "sharing the things" people enjoy.
The app has already piloted the removal of the feature in Canada (in May) and the new test is rolling out in Australia, New Zealand, Ireland, Italy, Japan and Brazil.
The number of likes a post gets is a measure of success or popularity on Instagram.
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Other users will be able to see the names of the people who have liked by clicking on the list.
You'll no longer be able to compare how many likes your brunch photo gets compared to your date's shot of the same meal. In the sample image Instagram shared, the line below the post reads "Liked by [user] and others".
Instagram is experimenting with a big change.
Tara Hopkins is head of EMEA public policy at Instagram.
It will also not affect analytic tools "Insights" and "Ad Manager" used by businesses and creators on the platform.
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