Instagram has announced it has started running a test in Australia that will remove the total number of likes on photos and video views.
The trial first rolled out in Canada earlier this year and is now extending to Australia, New Zealand, Brazil, Ireland, Italy and Japan.
The test is to encourage users and their followers to focus on the photos and videos they share, not the number of likes and views they amass.
Rolling out across Australia today, Instagram hopes the new feature will make the social media platform feel less like a competition and be better overall for the health and wellbeing of its users.
What does the new rollout mean?
Individual users will still be able to see their own likes by tapping on their own liker list. The test simply means that others will not be able to see how many likes your post has received.
You will not be able to see how many likes others’ posts have received.
Instagram said the feature will not affect businesses or creators on Instagram and will not affect measurement tools like Insights or Ad Manager.
Facebook ANZ director of policy Mia Garlick said: “We want Instagram to be a place where people feel comfortable expressing themselves. We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.
“We are now rolling the test out to Australia so we can learn more about how this can benefit people’s experiences on Instagram, and whether this change can help people focus less on likes and more on telling their story.”