Instagram Hides Likes: Will the Platform Change Forever?

Instagram Hides Likes: How the Platform Changed and What It Means for Brands

Instagram hiding likes is a platform feature that removes the public like count on posts, allowing only the post creator to see the total number of likes. Introduced in 2019 and expanded globally, this change was designed to reduce social comparison, combat bullying culture, and shift focus from vanity metrics back to meaningful content and authentic engagement.

Instagram’s hidden likes feature isn’t just a cosmetic tweak — it is a fundamental shift in how brands and influencers measure social media success.

Why Did Instagram Start Hiding Likes?

Instagram began hiding likes in July 2019 after initial testing in Canada starting in May of that year. The platform rolled out the feature to shift focus away from numbers and back to content quality. Instagram stated the change would “benefit everyone’s experience on the app.”

The move came after years of growing concern about the effects of public like counts on mental health and authentic content creation. A considerable percentage of the platform’s 700 million users were sceptical about the change, particularly influencers and brands that relied on visible engagement metrics.

Key reasons Instagram hid likes:

• Reduce social comparison and pressure among users
• Combat bullying culture tied to public engagement numbers
• Shift focus from vanity metrics to content quality
• Discourage the purchase of fake likes and followers
• Encourage more authentic posting behaviour

How Instagram’s Algorithm Changes Led to Hidden Likes

Instagram hiding likes was a direct response to problems created by earlier algorithm changes. In 2016, Instagram removed the chronological feed and introduced a ranking system that prioritised posts with more likes and comments. This created a cycle where accounts with higher engagement gained even more visibility.

Sharper influencers and brands quickly recognised what this meant: the more followers they had engaging with posts, the more reach they would earn. This fueled the rise of the fake follower and fake likes phenomenon, proving that artificial engagement could be purchased easily online.

Likes and follower counts quickly became regarded as untrustworthy metrics. Brands grew more aware that evaluating engagement holistically — examining followers, likes, and comments together — mattered more than focusing on any single metric.

What Does Instagram Hiding Likes Mean for Influencers?

Instagram hiding likes changed the influencer industry significantly. When the rate of engagement suddenly became less accessible to the public, influencers had to adapt their strategies and value propositions.

Instagram hiding likes isn’t the end of influencer marketing — it is the beginning of a more authentic, results-driven approach.

According to Instagram for Business, over 500 million Instagram users use Stories every single day, and one-third of the most-viewed Stories come from businesses. This statistic highlights how Stories became the primary engagement tool for influencers after likes were hidden.

How influencers adapted to hidden likes:

1. Shifted focus to Instagram Stories as the primary engagement tool
2. Emphasised direct message interactions and saved posts as engagement signals
3. Provided brands with private analytics and insights dashboards
4. Built longer-term brand relationships rather than one-off sponsored posts
5. Prioritised authentic content over engagement-bait posts

How Instagram Hiding Likes Affects Brands and Marketing

Instagram hiding likes forced brands to rethink how they evaluate influencer partnerships and measure campaign success. The most significant shift has been towards micro-influencer collaborations and away from reliance on visible vanity metrics.

According to Social Media Today, brands increasingly recognise that smaller accounts with higher engagement rates provide better ROI than celebrity-level influencers with large but disengaged audiences.

How Instagram Stories Became More Important After Hidden Likes

Instagram Stories surged in importance after the platform began hiding likes. With public like counts removed from posts, Stories became the primary tool for both influencers and brands to demonstrate engagement and drive action.

Influencers can now work with and promote brands using Instagram Stories as the main channel. This means the role of the permanent feed has moved back towards a more organic space where users post content freely without pressure to chase like counts.

Why Instagram Stories matter more now:

• Over 500 million daily active Stories users
• One-third of the most-viewed Stories come from businesses
• Shopping features integrated directly into Stories
• Swipe-up links (for qualifying accounts) drive direct traffic
• Story engagement metrics remain visible to account owners

Instagram has invested significant resources into making Stories a commerce platform, making shopping through the app easier for businesses and consumers alike.

What Brands Should Do About Instagram’s Hidden Likes

Brands need a clear strategy to succeed on Instagram now that public likes are hidden. Building strong influencer relationships that last beyond any single algorithm change is essential for long-term social media success.

Recommended steps for brands:

1. Focus on engagement rate rather than follower count when selecting influencers
2. Request access to private analytics before committing to partnerships
3. Invest in micro-influencer collaborations for better ROI
4. Prioritise Instagram Stories as a key campaign channel
5. Build long-term influencer relationships that survive algorithm changes
6. Monitor saves, shares, and comments as alternative engagement signals

Frequently Asked Questions About Instagram Hiding Likes

Can You Still See Likes on Instagram Posts?

Instagram allows post creators to see their own like counts, but public like counts are hidden by default. Users can choose to show or hide like counts on their own posts through their settings. Other users will see “liked by [username] and others” instead of a specific number.

Why Did Instagram Remove Public Like Counts?

Instagram removed public like counts to reduce social comparison, combat bullying culture, and discourage the purchase of fake engagement. The platform stated the change was designed to shift focus from numbers back to content quality and to “benefit everyone’s experience on the app.”

How Do Brands Measure Instagram Engagement Without Visible Likes?

Brands now measure Instagram engagement through a combination of metrics including comments, shares, saves, Story views, direct messages, and private analytics provided by influencers. Many brands also use Instagram’s built-in Insights tools and third-party analytics platforms to evaluate campaign performance beyond simple like counts.

Did Instagram Hiding Likes Reduce Fake Followers and Bots?

Instagram hiding likes reduced the incentive to purchase fake engagement, since inflated like counts were no longer publicly visible. Combined with Instagram’s ongoing efforts to remove bot accounts and fake profiles, the hidden likes feature contributed to a broader push towards authentic engagement on the platform.

Are Instagram Stories More Important Than Feed Posts Now?

Instagram Stories have become a critical engagement tool, with over 500 million daily users and strong commerce integration. While feed posts still contribute to brand presence and discoverability, Stories offer more direct interaction opportunities and measurable engagement signals that are unaffected by the hidden likes feature.