Instagram is expanding its hidden “likes” trial globally, the social network has announced.
The Facebook-owned app began hiding users’ likes in countries including Ireland, Italy and Australia earlier this year.
Feedback from early testing has been positive, Instagram said.
“We’re continuing our test to learn more from our global community,” the company said.
“In addition, we understand that like counts are important for many creators, and we are actively thinking through ways for creators to communicate value to their partners.”
The move was aimed at removing “pressure” and stopping the platform feeling “like a competition”.
Rather than showing the number of likes on a particular post, the platform instead displays that the post has been liked by one user name “and others”.
It does allow users to see how many likes they have received on their own posts.
People entered into the trial will be informed via a message at the top of their Instagram app feed, reading: “We want your followers to focus on what you share, not how many likes your posts get.
“During this test, only you will be able to see the total number of likes on your posts.”