Instagram is Hiding Likes: Here's Everything You Need to Know

By now, you may have heard about or noticed (if you’re in one of the testing countries) that your likes are disappearing on Instagram.

In May 2019, Instagram started testing a new feature in Canada that hides public likes and video view counts on all photos and video posts. A few weeks ago, Instagram expanded the test to other countries, including Australia, Brazil, Ireland, Italy, Japan, and New Zealand.

Instagram’s official account took to Twitter to explain: “We want your friends to focus on the photos and videos you share, not how many likes they get. You can still see your own likes by tapping on the list of people who've liked it, but your friends will not be able to see how many likes your post has received.”


How do hidden likes work?

Instagram users in Canada have been like-free for three months now, and other countries are being added into the rotation.

This is how the hidden likes design currently looks:


But can I still see how many likes I get on my own Instagram posts?

Yes, you will be able to see how many likes you personally are receiving on your own posts. However, the number won’t automatically appear under the post. You’ll have to tap “others” under the post and go through to see the total number of likes.

Can I choose to hide my likes on Instagram now?

No, only selected users in Canada, Australia, Brazil, Ireland, Japan, Italy and New Zealand have access to this tested feature. If you have been selected for the test you will be greeted with a banner at the top of your home feed showing:


So what does this mean for daily users, influencers and brands?

For an in-depth look on this topic, check out our latest podcast below!