Why does Instagram want to remove likes from posts?

A Social Revolution. Yes Post, No Like!

Instagram is testing the possibility of removing likes from posts.

What is the real reason for such a drastic choice?

By now it’s news that has gone around the world, as always, I try to give my interpretation.

Instagram has decided to introduce a strategic innovation, eliminating the ability to view Likes.

After the experiment started in Canada, the app update in Italy also brought this radical change.

Right now, actually, the likes to my posts are still visible….but let’s see.

“We want Instagram to be a place where everyone can feel free to express themselves. That means helping people put the focus on the photos and videos they share, not on how many Likes they receive. We are launching several tests in multiple countries to learn from our global community how this initiative can improve the experience on Instagram.”

This is according to Tara Hopkins, Head of Public Policy EMEA at Instagram.

I imagine that if this function, achieves the desired goal, it will then be brought to Facebook as well.

Now we see the stated goal, which is apparently also very ethical: to take away performance stress.

That is, by not making the likes visible, people should focus more on the value and message of the content.

The related data is seen exclusively by the account owner.

Personally, I think it is a good excuse.

Because those stressed by performance are not those who put the like, but those who own the account.

So, they will continue to be stressed. Perhaps more than before, especially those who, of likes, used to collect so many.

Just this morning I read on Google News the article “Chiara Ferragni worried about change in likes on Instagram” published by the news outlet www.dilei.it.

I think, the real reason, can be traced back to the collapse of user interactions, especially with the big influencers.

Influencers can be categorized by size:

Nano influencer: up to 10,000 followers
Micro influencers: between 10 and 100 thousand followers
Middle influencer: between 100 and 500 thousand followers
Mega influencers (globally known and loved celebrities) > 500 thousand followers.

In addition, we can break them down by territoriality:

Local influencers: if you have a restaurant, it doesn’t make sense to have a national influencer. It’s better to have small local influencers, say from your town.
Regional influencers: Nationwide influencers, they are useful when your company operates throughout the country.
Global influencer: As the word says, it is dedicated to companies internationally.

Personally, I have never advocated the use of large or medium-sized influencers to implement marketing and communication strategies.

For the simple reason that they function like testimonials on television. They are paid, so they have little credibility.

Star chefs advertising kitchens, bathrooms, chips, dishwasher tablets, you name it.

Question: where is their credibility?

Would you buy a kitchen because a chef recommended it to you? I wouldn’t.

For this reason, if I have to implement an influencer marketing strategy, I definitely believe more in micro influencers. Specifically to those verticalized in a specific topic.

Those who have specialized in an industry or a niche and give, on a daily basis, their valuable input to followers.

So if an architect, to give an example, who is an expert in kitchens, recommends that I buy a kitchen, I consider him more credible.

Especially when that architect has demonstrated professionalism and impartiality over time.

Basically, he does not recommend a cuisine to you because he is paid, but because his professional experience and ethics, lead him to say that that cuisine, is right for that type of people (target audience).

Now the big influencers have been a beacon for many people. A stimulus.

Tens of thousands of people have changed their lives in an effort to become influencers.

Some doing stunts or extreme activities. As well as making a lot of likes. Some even lost their lives.

Pure madness.

In recent years, if you were organizing an event, it seemed almost a given that an influencer would be present.

They move the masses and bill tens of millions by posting sponsored images.

Their collapse, may be perceived, by most, as a collapse of the Instagram ecosystem.

I believe this is the real reason behind this drastic decision.

Avoid migration to new socials.

Clearly this remains a personal reflection.

Good likes to all.

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