Instagram has made it available for users to hide likes and it has consequences for both influencers and brands. The question now on everyone’s lips is “what are the consequences of this change and how should we respond to them?”. In this blog post, we explain why Instagram is hiding likes, highlight three concrete changes the update means for brands and influencers and suggest how you should respond to them as a marketer.

Why is Instagram hiding likes?

For what reason is Instagram hiding likes? Adam Mosseri, the CEO at Instagram, said earlier in the test phase that the main reason behind the update is that Instagram wants to reduce the pressure people feel from the platform as well as eliminate the competition momentum that ‘likes’ mean – with their younger target audience in mind. The idea is that users should focus on inspiring and connecting with ea