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Most influencers live and breathe their stats: Likes, comments, subscriber counts, views, follows, reposts, impressions. It’s a vital component of their brand and income. Without those metrics, it can be difficult to quantify to a brand how valuable they will be as a partner.
Instagram has recently started testing hiding likes to viewers. Influencers affected by the testing are located primarily in Australia, Brazil, Canada, Ireland, Italy, Japan, and New Zealand. Influencers can see how many likes they’re getting, but only if they click on “others” on the “liked by ____, ____, and others” on each post.
What should you do if Instagram decides to hide likes PERMANENTLY?
Focus On Your Content
Don’t post something just because you think it will get lots of likes or go viral. Post it because you genuinely like it and are inspired by it. Go for stuff that’s more artsy, cool, or different than what your current set aesthetic might be – you never know what might end up resonating with your audience!
Focus On Authentic Engagement
Work on starting & maintaining real conversations in the comments of your posts: Ask open-ended questions, respond to comments, and show your fans you’re a real person.
Focus On Organic Brand Interaction
If likes are permanently hidden for all IG users, brands will have to get creative in analyzing data from campaigns, to see what content is actually driving business & supporting their own goals for sales & content. “Likes” are a false currency, in many senses, and metrics like click-through of URLs in posts, post saves, impressions, and engagement (comments, re-posts) are, to many brands, more valuable than just like + follow counts.
Cover image courtesy Business Insider