(Reuters) – Instagram is launching a small global test on Wednesday, allowing users to choose whether to hide as counts on their own posts or those of others, a Facebook spokeswoman said.
The photo-sharing site, which is owned by Facebook Inc, said this latest test came after seeing mixed reactions to the experiments in which it removed likes, often used as a measure of popularity.
“In 2019, we started hiding from a small group of people to understand if it eases any pressure when posting to Instagram,” the spokeswoman said in a statement. “Some people found this helpful, but some still wanted to see similar counts so they could keep track of what’s popular.”
Facebook is also investigating a similar experience that will be rolling out in the coming weeks, she said, in response to users asking for more control over how they interact with content on the platform. Facebook has previously tested hiding likes on posts from others in Australia.
Last month, Instagram accidentally hid likes for a large number of users in what was supposed to be a small test, which resulted in strong reactions. Some users saw it as an important step for users’ mental health, while others saw it as disastrous for creators working with brands. Likes are expressed by pressing a heart-shaped icon on a user’s post.
Users in the Instagram test can still see their own like count privately. The test involves a small percentage of global users, but the company declined to say how many.
Reporting by Elizabeth Culliford; Editing by Bernadette Baum