Have you heard about the big change on Instagram? If not, what I'm about to say is going to shake your social media world. Ready?
Instagram is experimenting with getting rid of likes.
Think about it: the whole concept of “liking” something has been around since Facebook launched. Remember the poke? What does the digital world look like without lit-up heart symbols and thumb-ups and like counts?
Here's the skinny:
Instagram is testing a feature that hides the like count from photos and the view count from videos. The theory is it will get users to pay attention to the actual content and not their metrics associated with that content. Only the person who shares the post will see the total number of likes it gets.
The hope is to improve the quality of the content that appears on an Instagram feed and Stories. It's trying to counter the culture we've created that obsesses over comparing ourselves to others. The platform wants to get people to interact more with the app rather than fish for likes.
This is a different way of thinking. Consider how many social media companies use algorithms that take into account the like and view counts to determine how to distribute content to others.
But as I've been saying for a long time: quality over quantity! Your like count is not an accurate way of measuring engagement. Besides services where you can buy likes and comments, it's so easy to exploit this metric, it's crazy.
How’s the test going? It’s still early to make conclusions, but I found this survey out of Canada that found 62 percent of influencers “cited the test as a positive vote for high-quality content.”
What does all this mean for you?
Again, it's back to quality sharing. Create content that makes a difference. Find ways to be ATYPICAL in your digital strategy. Use your metrics and influencers smartly.
If you're trying to become a digital influencer, you've got to focus on this quality curation of content. Your mission is to drive sales, not likes.