Instagram hides ‘likes' count on app

Instagram has recently rolled out its latest test feature update in a number of key markets, making like counts visible only to account holders.

With the test, Instagram plans to not show the total number of likes from photos and videos that show up on the main feed, profiles and permalink pages to followers of any particular account. Only the account user will be able to see the number of likes a post receives.

After an initial test in Canada from April, the company expanded the feature to Australia, Ireland, Brazil, Italy, Japan and New Zealand.

Instagram announced this test in April during Facebook's F8 developer conference in order to combat online bullying and mental pressure.

Through this step, Instagram initiates to remove social pressure on users, which occurs with less likes. The 'likes count' is somewhat a measure of popularity on Instagram.

The announcement on its Facebook handle on July 18 says, “We want your friends to focus on the photos and videos you share, not how many likes they get. That’s why we’re currently running a test that hides the total number of likes and video views for some people in the following countries. You can still see your own likes by tapping on the liker list, but your friends will not be able to see how many likes your post has received. We’re looking forward to learning more about how this change might benefit everyone’s experience on Instagram.”