Social networks are constantly evolving and Instagram is no exception: aiming for the best version of itself is the main goal.
Instagram likes have been at the center of a long debate, lasting more than two years.
“Likes” have always been the first metric searched for every time a post appears on the home page of the social network most loved by Influencers. No one wants to admit it, but everyone does it!
Brands, Social Media Managers and Entrepreneurs… we have all always considered likes as a key parameter for evaluating the performance of a post on Instagram.
In 2019, however, Zuckerberg and his collaborators tried to turn this powerful social network around. The new version of the platform saw Instagram likes disappear from photos and videos on the main feed, profiles and pages. You, as the creator of the post, were able to see how many people had “liked” it through the “Likers” menu, but your audience could no longer do so.
The reasons were soon given: the stress of getting as many likes as possible excessively increased Instagram’s pressure on users. The elimination of likes was therefore made to protect the individual, bringing attention back to the content of the posts and not to the associated engagement metrics.
This choice has been criticized by many, especially by creators, influencers and all those with a business profile. In fact, Instagram likes play an important role in the process of bringing people, brands and influencers closer together. We will see how shortly!
To date, the possibility of showing likes on Instagram posts has been reintroduced. Zuckemberg therefore seems to have taken a step back! You can decide for yourself whether to hide or show likes.
This choice could influence your results … so do not act impulsively! Before making a decision, analyze what is best for your account or your brand.
One of the most popular questions at the moment by all Ig users seems to be: should I show or hide the likes on my posts?
The Power of Likes on Our Behaviors
Are you sure your likes are free from conditioning? Do you like the images you like or are there metrics that unconsciously push you to do so? And if you could no longer see how many likes a certain photo has, how would you react?
Likes allow us to understand who has appreciated our actions and in what number. We are all busy showing the best image of ourselves, but this could be a double-edged sword, which can weigh on our mental and physical health. The more we try to create a representation of ourselves distant from the real one, the greater the burden of having to bear it.
Often, photos are retouched and modified. Many dream of traveling for free and being famous, instead they end up feeling inadequate, because they compare their experience to the apparently unattainable results of some influencers.
Social networks, such as Instagram and Facebook, are now a constant presence, which generates new habits in any age group. Smartphones have contributed to the propagation of a continuous flow of connection with the network, where new dynamics and social processes develop and change continuously.
Those who deal with web marketing strategies know well that knowing these dynamics is the key to intercepting people, to fuel business projects and increase your turnover as well as your fame.
Without Instagram likes, posts will all have the same perceived value, you will not be able to deduce a trend, nothing will stand out except what concerns your tastes and interests.
The total number of likes will continue to influence the way in which the algorithm classifies a post in the feed, but the focus will be on creating quality content. Is this really the beginning of the end of popularity contests? Or since everyone knows that likes are essential to obtain a good organic reach of a content, will we continue to witness the war to obtain more hearts?
Not showing likes might make sense, but what is the real role of likes on Instagram?
Instagram for Business: The Role of Instagram Likes in Digital Marketing
Brands are increasingly interested in establishing a solid social presence, to create relationships and engage their fans. They analyze habits and behaviors and shape people’s experiences, often through their own voice, to achieve greater impact.
This is why neuromarketing is a science that has an increasingly impactful specific weight in web marketing and social media marketing strategies.
Social networks, such as Facebook or Instagram, are channels that amplify the visibility and popularity of a brand, to generate engagement and social sharing. Therefore, metrics, such as Instagram likes, shares, etc., can be thermometers necessary to direct the brand’s marketing strategies.
The goal is to spread their image and content by creating empathy with their followers. For this reason, brands invest exorbitant amounts every year, with the aim of strengthening their presence on social media, creating real communities around their products and trying to generate sales.
Instagram likes play an important role in the process of bringing people and brands closer together. When you click “Like” you create a connection with the brand, push its content into your network of acquaintances and increase the probability of seeing content from that company again in the future. This triggers a chain reaction, which increases the visibility and reach of the brand towards you, among your circle of friends and in general to people who, on the platform, have similar interests to yours.
Of course, a simple like does not directly influence the behavior or purchases of users. However, brands gain popularity and useful information and receive greater visibility as a gift.
Social media are meeting places, sources of data and useful feedback, to identify specific audience targets on which to build new and more effective marketing strategies.
Does Hiding Instagram Likes Affect Your Business?
So you’re wondering if hiding Instagram likes is right for you and your business? Let’s look at the possible consequences of your choice together.
Cons of hiding likes under posts:
According to the neuromarketing principle of persuasion of social proof, also called the “herd effect”, a person is driven to do what they see others do, to keep up. You can well understand that, if you show likes under your post, and you have a lot of them, an Instagram user could like it just because they see other people doing it! By hiding likes, you will preclude this possibility. Remember that… fewer likes means less diffusion of your post and less visibility of you or your Business.
Furthermore, seeing a high number of likes on the post, you encourage users to interact with your profile and with other members of the community, increasing your value. In addition, the number of likes is unconsciously compared to the value of a person or a brand. Not showing the number of likes could lead people to think that you have “something to hide” or you don’t want to show that you still have a small community.
If you are an Influencer, you could even run the risk of not being hired by companies. Generally, in fact, the number of likes is an important parameter on which companies base their hiring. This is an unlikely event, however, as there are many tools today that allow you to analyze any Instagram profile, even that of a competitor or an influencer you are evaluating, discovering almost everything. In fact, you will be able to discover how many likes they receive on average, which hashtags they use and also their percentage of engagement which, in simple terms, measures the involvement of their followers.
Pros of hiding likes under posts:
In addition to the psychological aspect of reducing competitive stress, hiding likes under your posts could significantly change your approach to Instagram. Your presence on this social channel will increasingly focus on valuable content and on planning strategies developed specifically to intercept a qualified audience. You will feel freer to publish what you really want and not content aimed only at grabbing as many likes as possible.
It is obvious that if you are a brand, a professional or an influencer, your final goal in using Instagram, or any other social network, is to be able to make money from it. Therefore, what has been said above applies exclusively to people who use social networks on a personal and amateur level, without business purposes.
For you, the data relating to likes, comments or more generally the engagement you get thanks to your content are of fundamental importance to understand how to create them and improve communication towards your target.
If you want the opinion of an expert to develop a strong and solid strategy to affirm your brand or your online business, contact me immediately for a consultation. Together we will find the best way to reach your goals!