The Removal of Instagram Likes


If you’re in New Zealand and involved in the insta-game in some way, shape or form, there’s no doubt you will have noticed a note-worthy and significant change to the platform recently. 

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Instagram has officially rolled out their “test run” of removing the visible like count from instagram posts and in mid-July it officially hit New Zealand’s shores (Canada was the first country to get the update). What resulted was a frenzy of opinion and controversy and it has been a key topic of discussion across social media in New Zealand ever since. 

The ultimate goal behind this change is to reduce the amount of pressure that users may feel when it comes to creating, posting and curating content for public display. Instagram wants to help people remove the focus of the platform from a ‘battle of likes’ and shift the focus back to an expression of creativity and personal documentation. Whilst your audience will not be able to see the amount of likes your content gains, as a user, you are still able to privately access this information.


The UK’s Royal Society for Public Health conducted a study on the effects of social media on youth with the results concluding that of all social media platforms studied, Instagram has the most negative and detrimental effect on young people’s mental health. Due to the 

Whilst some have welcomed the change with open arms, others haven’t been shy to express their negative thoughts. With visible likes being a thing of the past now, this means that comment engagement now carries a whole lot more weight, as does the quality of an influencers content. The debate about how this will affect instagram marketing, the business-influencer relationship and the general influencer/blogger sphere is certainly one worth having and the repercussions of this change will become more clear as time passes.

What do you think? Are you enjoying this change?

Blog by Ariana Gonzales, Lumiere Social Media Coordinator