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Features & Articles

Experts weigh in on Instagram hiding likes

Two hands hold up a phone to take a picture in a crowded room

This week, Instagram began testing a聽聽on posts from a small group of users in the U.S.

Positive social feedback, such as being complimented by a peer or collecting likes on a selfie, is powerful.听While the test group will still be able to see the number of likes and video views on their own posts, those counts won鈥檛 be visible to anyone else.听The move could change the nature of the relationship between younger users and the popular social media platform.听According to the Pew Research Center,聽.听

鈥淚nstagram provides unprecedented opportunities for people to get immediate and quantifiable social feedback, 24/7,鈥 said聽, assistant professor of聽聽in Pitt鈥檚 Kenneth P. Dietrich School of Arts and Sciences and director of the聽.听

In announcing the decision, Instagram CEO Adam Moserri suggested the move might enhance social connections: 鈥淭he idea is to try and depressurize Instagram, make it less of a competition, give people more space to focus on connecting with people,鈥 he said. The company, which is owned by Facebook, has already experimented with hiding like counts in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.

But the app鈥檚 social feedback is especially salient for adolescents聽and young adults, said Choukas-Bradley, who studies social comparison and self-objectification 鈥 the internalized response to being seen as an object before being seen as a human being.听

Public metrics on social media 鈥渁llow people to create curated versions of themselves and to test out and carefully track which types of images and posts get the most likes,鈥 Choukas-Bradley said. This, in turn, becomes a way to quantify social feedback and shape future posts or ways of portraying oneself in everyday life. For instance, a user might notice that a peer鈥檚 clothing style received more likes than one of their own posts. Based on that information, they may choose to adopt those attributes to garner a similar positive response.

screen grab of a post on Pitt's Instagram page, wherein the number of likes slowly fades away

The trouble,聽Choukas-Bradley said, is that social comparison and self-objectification are associated with higher levels of body dissatisfaction, depressive symptoms and disordered eating 鈥 especially among adolescent girls and young women.听

So removing like counts could indeed decrease the temptation for teens and other users to compare themselves to others.听

鈥淗iding other people鈥檚 numbers of likes is a step in the right direction toward reducing the negative effects of social media on young women's body image, but young people will likely still be highly attuned to the number of likes their own posts receive,鈥 Choukas-Bradley said.听

In other words, de-emphasizing public metrics 鈥渕ight reduce social comparison, but it probably won't reduce self-objectification.鈥

Will the move be good for business? 鈥淚t will be interesting to see how this evolves,鈥 said聽, the Thomas Marshall Professor of Marketing and director of the聽聽in Pitt鈥檚聽.

Swaminathan agrees that the move to remove public like counts will likely be beneficial for young users. But she鈥檚 also not convinced that likes are the best metric for evaluating overall user engagement 鈥 a subject of debate聽among Instagram鈥檚 user base, which also includes brands, celebrities and business owners.

鈥淯ltimately, whether or not your content is shared with others is certainly a more accurate way of gauging whether content itself is valuable, as it requires users to engage in something a bit more directly than the mere liking聽of a post,鈥 she said.

To further elucidate the connection between social media and young people鈥檚 behavior, Choukas-Bradley is working with an interdisciplinary team at Pitt including聽聽in the聽聽to study how adolescent brains respond when they see other kids鈥 Instagram posts get more likes than their own.

鈥淭he possibilities for social comparison, with others and even with one鈥檚 own ideal self, are endless,鈥 Choukas-Bradley said.