**Why Influencers are Displeased with the Absence of Likes**
**Instagram is currently testing the removal of its “like” feature, catching the attention of influencers.**
Influencers, those who collaborate with brands for promotional purposes on social media, are noticing the impact as the test is being rolled out globally.
Instagram, owned by Facebook, has historically been a key platform for influencer marketing. However, the platform is undergoing changes. The social media giant has initiated a test by disabling likes. The company announced in April that this test aims to create a “less stressful environment.” In regions where the test is active, users can view the likes on their own posts and the number of their followers. However, users are unable to see the like count on others’ posts. This approach is seen as a step towards addressing online bullying and fostering a more relaxed social media atmosphere.
For Instagram influencers, this adjustment signifies a shift towards a stronger emphasis on sales. A study by influencer marketing agency Obviously surveyed Canadian influencers regarding the impact of these changes. The test to conceal the likes on others’ Instagram posts was introduced in Canada, where 62% of the influencers surveyed stated that they were dedicating the same amount of time to creating content. On a broader scale within the influencer community, this test is anticipated to reduce the market for fake likes. Likes have traditionally been a crucial measure of a social media influencer’s success, giving rise to practices such as “like farms,” which sell fake likes for a fee. In the future, influencers are likely to concentrate more on using videos and other tools that drive better conversions and sales.
