Social media platform Instagram is testing out hiding the number of likes users get on each post.
Instagram has explained that the change will ensure the platform feels less like a competition.
The test has already started in Canada where users are now not able to see the actual number of likes per post.
The plan to test out the new feature was announced on Tuesday during the keynote of F8, Facebook’s annual software developer conference in San Jose, California.
Head of Instagram Adam Mosseri said they want users to feel more connected and reduce the pressure to have more likes.
“We don’t want Instagram to feel like a competition. We want people to worry a little bit less about how many likes they’re getting on Instagram and spend a bit more time connecting with the people that they care about,” he said.
Fame on Instagram is all about the number of likes users get. Influencers and celebrities have thrived on the number of likes per post to gauge their product and popularity.
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