While Instagram has been running tests in seven different countries around the world, it’ll be the first time for U.S. users.
Instagram CEO Adam Mosseri announced during the WIRED25 conference, on Friday.
Specifically, the service will be running tests with hiding “likes” in the U.S. as early as next week.
More importantly, users will still be able to see how many likes their post gets but therein lies the exception. Others won’t.
In an attempt to minimize popularity contests and help decompress the pressure of the perfect life, Instagram’s new mission is to become “the safest place on the internet.”
In addition, Mosseri explains “The idea is to try to ‘depressurize’ Instagram. Make it less of a competition and give people more space to focus on connecting with people that they love, things that inspire them.”
WATCH: Instagram CEO Adam Mosseri announces that the platform will start hiding likes for US audiences starting next week. It’s the latest step in Instagram’s quest to become the safest place on the internet. https://t.co/BGkMG57rdk #WIRED25 pic.twitter.com/WNTyAPVhaD
— WIRED (@WIRED) November 9, 2019
Of course, in theory, this sounds ideal. However, the main question is how will this affect brands and companies that use shortcuts. I.e. paying users for their audiences as opposed to buying ads.
Instagram derives from ad sales so what will it mean for companies or brands?
In other words, it seems like a step forward but also an opportunity for influencer marketing to evolve. It’s too soon to say whether or not this means more authentic, in-real-time, content or more sponcon.
