Get All Access for $5/mo

Instagram Is Hiding Likes. Here's What It Means for Brands and Influencers. Stay ahead of social media trends.

By Carlos Gil

Opinions expressed by Entrepreneur contributors are their own.

The world of social media is in for a major shakeup as Instagram will start testing out hiding "likes" for some users in the U.S. This decision, following a number of recent tests in countries such as Canada and Japan, is meant to make Instagram posts less of a competition for likes and more about quality connections, particularly for young people, as Instagram CEO Adam Mosseri explained at the WIRED25 conference.

In addition to hopefully making social media a mentally healthier place for young people, making likes only visible to the poster and not the public could have a significant impact on brand and influencer marketing. While the long-term effects remain to be seen, it seems likely that less visibility of likes will lead to a more level playing field, where quality content rises to the top rather than the content with the highest quantity of likes.

Moving on from vanity metrics

While likes may have been a viable way to gauge social media engagement in the past, this measure has increasingly become a vanity metric that does not really indicate whether someone has influence.

For one, likes can be gamed to make posts seem more popular than they really are, such as with the rise of bots automatically liking certain posts, as well as reciprocal liking from pods or tags such as "like for likes." Plus, plenty of people may double-tap to like while mindlessly scrolling through posts, which doesn't mean that the posts are making much of an impact or that the person or brand sharing the post has influence.

Real influence means getting someone to act beyond likes, whether that's swiping a credit card, signing up for an event or doing whatever else you're looking to accomplish. By hiding likes, there will likely be less emphasis on this measure and more emphasis on getting results.

Creating better content

In many cases, brands hire influencers as a band-aid to cover up their own ineffectiveness on social media. Yet, because it's been difficult to judge influence based on vanity metrics, many companies have tried influencer marketing, spent significant money to do so, and have been disappointed with the results.

Going forward, with a decreased emphasis on the number of likes a post gets, brands will likely be drawn to influencers and brand ambassadors that can help them create better content, which they can leverage on their own channels and which increases brand awareness and marketing effectiveness. Moreover, some brands may have been embarrassed in the past to share content that got a limited number of likes, but now they may feel freer to share content that inspires conversation or leads to more purchases, even if it's aimed at a narrower audience.

Capturing millions of users' attention may not be possible, but even getting a few dozen people to start genuinely engaging with your brand could be the catalyst you need to gain real traction on and off social media. Getting there means becoming a better creator and storyteller and learning to recognize who you can partner with to advance your brand's content, rather than falling for the trap of hiring an influencer who gets a lot of likes or has a lot of followers but doesn't actually move the needle for your brand.

These shifts will take time, as Instagram is only rolling this change out on a limited basis, but if the network sees it as a success, you could see other social media platforms adopt similar features. As a result, social media may be able to get back to being more social rather than a popularity contest, which can be a win for brands, genuine influencers, and users who want social media to be a positive force.

Watch more videos from Carlos Gil on his YouTube channel here. Follow Carlos Gil on Instagram @CarlosGil83.

Carlos Gil

Entrepreneur Leadership Network® Contributor

Bestselling Author of The End of Marketing

Carlos Gil, bestselling author of The End of Marketing, helps brands and creators ditch outdated strategies. As Brand Evangelist for GetResponse, he combines email marketing, AI, and social media to drive growth. A LinkedIn Top Voice, Carlos delivers no BS, real strategies, real results.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Leadership

7 Telltale Signs of a Weak Leader

Whether a bully or a people pleaser who can't tell hard truths, poor leadership takes many forms.

Science & Technology

5 Rule-Bending AI Hacks to Make Your Mornings More Productive and Profitable

By 2025, AI will transform productivity by streamlining workflows and cutting costs. Major companies like Microsoft, Google, and OpenAI are leading the way, advancing AI into "Phase 3," where tools act as digital assistants. Discover 5 AI hacks to boost efficiency and redefine your daily routine.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Marketing

5 Critical Mistakes to Avoid When Giving a Presentation

Are you tired of enduring dull presentations? Over the years, I have compiled a list of common presentation mistakes and how to avoid them. Here are my top five tips.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Science & Technology

5 Automation Strategies Every Small Business Should Follow

It's time we make IT automation work for us: streamline processes, boost efficiency and drive growth with the right tools and strategy.