Nicki Minaj has some OPINIONS on this matter.
— and not necessarily in a positive way. Like count is a crucial metric by which influencers can quantify follower engagement and broker deals with brands — and when visible to others, can contribute to clout and perceived popularity.
"Vanity metrics or not, Instagram likes have been the influencer validation gold standard for years, and removing them will be a major inflection point in the industry," said Matt Zuvella, cofounder and VP of Marketing at, a platform that provides business tools for influencers."Creators will face a steeper uphill battle to differentiate themselves upon first impression.
"While likes definitely give brands a certain level of legitimacy, removing them from all accounts will create a level playing field," said Ashley Fern, Director of Digital Content & Strategy at, a media company with an Instagram that got its start as a meme account."It will also likely reduce the mob mentality that causes some content to go viral, even if it’s not particularly high quality.
Hidden like count, which has already rolled out in seven countries including Brazil, Japan, and Canada, is one of many moves on Mosseri's agenda to make Instagram a safer space for users — especially teens. Earlier this year, Instagram rolled out stricter
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