Earlier this year, Instagram decided to hide ‘Likes’ on posts in order to encourage more healthy content consumption and prevent the growing obsession with Likes. However, for many brands and influencers, this opened up a new challenge, since nearly all of them rely on post Likes as a major metric to measure the success of marketing campaigns.
Starting today, we’re expanding our test of private like counts globally. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. pic.twitter.com/DztSH0xiq2
— Instagram (@instagram) November 14, 2019
Fortunately for those who want to unhide Likes on Instagram, Andrei Serbanoiu, the co-founder of SocialInsider has created a Google Chrome browser extension named Return of the Likes.
According to the developer, “Instagram has stopped displaying the number of likes and comments in some areas – that makes the life of a Social Media person very complicated so we thought about lending a hand”.
The extension can be installed on any computer running the Google Chrome browser and allows users to see the hidden Likes count on posts. However, due to technical limitations, there is no mobile app for this, and you cannot unhide Likes on the Instagram mobile app.
For brands and influencers trying to track their campaign stats, unhiding Likes on the desktop should be sufficient, but this should be a temporary measure as influencers and brands transition to more organic metrics.
Faking Likes on Instagram is not a big problem, given the large number of bots and fake accounts causing losses to legitimate advertisers. Moreover, Kim Kardashian earlier highlighted how hiding Likes could be beneficial for mental health, as youngsters are becoming increasingly fixated on getting Likes.
What do you think about Instagram’s decision to hide Likes? While it may be beneficial for regular users, influencers and brands will need to define and agree on alternative measures to assess the success of any marketing campaign – meanwhile, this Chrome extension can fill in.