Instagram now gives all users the option to hide or show the number of likes on posts. This means that instead of the default numeric value you would normally see under a photo, it just names a few users and adds "and others". Here's an example of furry fashion icon @baconthedoggers:
Hiding your number of likes on Instagram is easy and reversible, and in some cases it can have a positive impact on how you use the app. Here's how.
How to Hide Likes on Instagram
Instagram gives you the ability to hide the number of likes on everyone's posts in just a few steps, so you won't see like numbers as you scroll through the app. You can also hide likes on your own posts.
How to Hide Likes on Other People's Instagram Posts
1. Go to your profile and tap the hamburger style icon in the top right corner of your screen. From there, tap Settings at the top of the menu.
2. In the Settings menu, tap Privacy . Next, hit Posts .
3. At the top of the Messages menu, you will see a toggle labeled Hide likes and show counters . Flip this toggle to the "on" position (it should turn blue), and you're good to go — the like counts of all your Instagram posts will now be hidden.
How to hide likes on your own Instagram posts
There are two ways to hide likes on individual Instagram posts. If you post a new photo or video and don't want the likes to show, you have the option to hide the number of likes before your post goes live.
Start creating your post as you usually would, but when you get to the screen where you can add a caption, tap the Advanced Settings option at the very bottom. From here, you can enable the Hide likes and show counts on this post toggle.
To turn off the like count after you've already posted, go to your post and tap the three dots in the top right corner of your screen (the same path you would take to delete or archive the photo or video). From there, select Hide as Count . There it is !
Why does Instagram offer users the option to hide likes?
You might wonder why hiding likes is even an option.
Simply put, it's for our good. According to a statement, the company began hiding as a countdown for certain countries to see if it would "depressurize people's experience" on Instagram.
Research shows that we tend to equate our online success (subscribers, comments, and number of likes) with our self-esteem, especially during adolescence. In 2020, a study of 513 teenage girls in Brazil found that 78% of them had tried to hide or change a body part they didn't like before posting a photo. Another found that 43% of teens with low socio-emotional well-being deleted social media posts because they had too few likes. It should also be noted that in 2019, 25% of teenagers admitted to having been victims of cyberbullying.
The internet can be a really hostile place. Some people have built entire careers on Instagram, but whether you're an influencer with a mega-following or a ghost who rarely posts, the seemingly innocuous number can take a toll on your mental health.
After experimenting with masking likes, Instagram concluded that the results were "beneficial for some and annoying for others". So in March 2021, parent company Meta announced a best of both worlds worthy of Miley Cyrus: users have the option to hide or show their own tastes.
Will hiding your likes on Instagram affect the performance of your posts?
To hide or not to hide, that is the question. Does it really make a difference?
On the Instagram side, not really. You can hide likes from yourself and other users, but the app will still track likes and use them as a ranking signal for the algorithm (for more on that, here's a deep dive into the how the Instagram algorithm works today).
In short, the algorithm decides what content you see first (on stories, posts, and the explore page). How the order is determined is specific to the individual; it depends on what you like, watch and comment on.
So a superfan who always promotes your brand in your comments will probably always see your posts, whether or not you mask your likes. And your Instagram crush's extremely uncool but oddly mesmerizing cup stacking videos are still going to show up in your feed, even if you hid his likes and don't even care how many likes he has or what whatever, it's cool, you're cool.
From a social/emotional/mental health perspective, hiding likes can be, as Instagram puts it, “beneficial” or “boring” for you. If you're feeling a little obsessed with your number of likes and find that it's affecting your ability to post content that feels authentic to you, try hiding the likes for a week or two. If this has a positive impact on your experience, keep this toggle enabled.
At the business level, such account can serve as a form of social proof. People who come into contact with your brand on Instagram for the first time can immediately get an idea of the size – or locale – of your business based on your number of likes. But, at the end of the day, quality content, consistent aesthetics, and thoughtful interactions with your community in the comments matter a lot more than the number of likes your posts get.
How to track your Instagram likes (even if they're hidden)
Instagram previews
Instagram's in-app analytics solution offers insight into your account metrics, including information on how many accounts you've reached, your audience demographics, your follower growth, and more. subscribers and the number of likes your posts get.
To view Instagram Insights, you must have a business or creator profile (which is free and easy to change: just go to your settings, tap Account , then tap Change Account Type ).
From your Creator or Business profile, navigate to your Instagram profile and tap the Knowledge button below your bio. From there, scroll down to the Content you've shared section, which shows the number of posts you've posted in the last 7 days. Hit the > arrow symbol on the right side. (If you haven't posted anything in the last 7 days, you can still hit the button).
Instagram will then show you a gallery of posts that can be filtered to show specific metrics: reach, comments, and likes are included.
You can also select the type of posts to display (photos, videos or carousel posts) and the time period (last week, month, three months, six months, year or two years).
To choose likes, choose the drop-down menu in the middle of your screen (it will default to Go First) and select Likes .
Hoot Suite
Means I/O's analytics are more robust than Instagram's (bragging alert!) and that includes information on likes. On top of that, Means I/O can recommend the best time to post posts, so you can get more likes whether they're hidden or not.
Find out more about Means I/O Analytics:
Hiding likes lets you focus on other areas of interaction (like conversations, mentions, keywords, and hashtags) that can be monitored using I/O Streams. You can also use Means I/O's inbox to reply to comments and DMs in one place, which helps you manage your Instagram followers.
Save time by managing your brand's Instagram with Moyens I/O. From a single dashboard, you can create, schedule, and publish posts and stories directly to Instagram, engage your audience, measure performance, and run all your other social media profiles. Try it for free today.
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