The change is coming.

Instagram has been testing ‘hidden likes’ which means that while YOU can see your like count, other users can only see it in multiples of hundreds, or thousands.

The pilot proved successful in popular IG markets including, Australia, Brazil, Canada and Ireland and now it looks like the test has gone global, with some UAE users noting the regular ‘like count’ is now absent on their feed. Priti Malik, from the Kris Fade Show, woke up to find her account had been altered and the team brought up the discussion, will this update affect how you use Instagram?

Accounts are being tested globally

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Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. pic.twitter.com/DztSH0xiq2

— Instagram (@instagram) November 14, 2019

“We’re continuing our test to learn from the global community’

While the feedback from early testing in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand has been positive, this is a fundamental change to Instagram, and so we’re continuing our test to learn more from our global community.

— Instagram (@instagram) November 14, 2019

Creators (read: influencers) might be worried, but Instagram hasn’t forgotten you

In addition, we understand that like counts are important for many creators, and we are actively thinking through ways for creators to communicate value to their partners.

— Instagram (@instagram) November 14, 2019

Instagram don’t want people to feel validated by the likes they get

The social network app, which has over 800 million users said the move will downplay the importance users place in receiving validation on their content, and therefore shifting focus to the content they create.

Another IG rep also commented, “The idea is to try to ‘depressurize’ Instagram, make it less of a competition and give people more space to focus on connecting with people that they love,” according to TNW.

People in the region support the move

I honestly support #instagram for removing the likes.

— Amira ♍︎ (@intomycurlymind) November 15, 2019

“Welcome back creativity”

Thanks @instagram for removing the likes counting 🥳🔥 welcome back creativity ⭐

— Amr Zaki (@amrosza) November 15, 2019

While another suggested Instagram has ulterior motives for removing like counts

Instagram aren't removing likes for mental health or to create an even playing field. They want in on the coin brands are paying to influencers and celebrities to promote products, rather than investing in Facebook ads. #simple https://t.co/NlC7dWWYSY

— Natalya Larkin (@natalyalarkin_) November 14, 2019

This is what the hidden likes feature looks like

And just like that, Instagram likes were no more pic.twitter.com/Qs3jwIODaX

— Ben Morrison (@oQilt) November 15, 2019

The real feels

ig influencers realizing that they need to find a real job now that instagram doesnt show likes pic.twitter.com/sWaoMPgPi0

— miss scor (@scorsaguin) November 15, 2019