Facebook Inc.-owned Instagram has started removing the “like” counts in some countries in an apparent attempt to assist with mental health and bullying — but some worry that the decision could fundamentally undermine the app’s user ecosystem.

Announced at Facebook’s annual developer conference in April, the removal of the like count was first tried out in Canada in May and has now spread to Ireland, Italy, Japan, Brazil, Australia and New Zealand. The change removes public-facing like counts and video views, but Instagram users themselves will still be able to see how many likes or video views they have personally received.

In theory, the trial, which could roll out globally and become permanent, is all about removing the pressure some Instagram users are allegedly under when it comes to how many likes a post receives, “so you can focus on sharing the things you love,” according to Facebook.

A spokesperson for Instagram reflected a similar sentiment, saying at “we are testing this because we want your followers to focus on the photos and videos you share, not how many likes they get. We don’t want Instagram to feel like a competition.”

Here’s the Instagram notice on hiding likes: #instagramlikes pic.twitter.com/wZcnqdrz1F

— Thuy Ong 🥞 (@ThuyOng) July 18, 2019

The change comes back to social media addiction, particularly among teens. According to Standard Media, various studies have shown that Instagram was the worst social media platform for young people’s mental health and that 40% of teen users felt pressure to share digital content that had garnered a lot of likes or comments.

The move has been praised by some, but others are skeptical. Likes have become a sort of currency on Instagram, an open measurement of popularity and engagement. Subscribers are also an important metric on Instagram, but the count means little without post engagement, including likes.

Proving that gaining likes is a form of addiction, so-called “Instagram Influencers” are speaking out against the move. Jem Wolfie, a fitness blogger told the ABC that the move is “demotivating for me” while others are concerned that removing the like count may damage their brands and reputations. Metro even asked the question, “Does Instagram’s new ‘no likes’ model signal the death of the influencer?”

Influencers and instagram models when they heard the news #instagramlikes pic.twitter.com/lwKUlNxVIi

— Nora'Ivory 🇨🇮🇫🇷 (@Noraa_ivoryy) July 18, 2019

The true motivation for the move is also being questioned. “Instagram’s move to hide likes felt to me like more coddling of the perpetually offended crowds who lurk on social media waiting for any opportunity they can demand somebody, somewhere take some ‘action’ to make them feel better,” Danielle Ryan wrote for RT, a news site financed by the Russian Federation.

Ultimately for Instagram, removing like counts or keeping them will come down to a balancing act between maintaining engagement and likewise growth while also managing concerns about the negative effects that can, in some cases, be caused by addictive use.

Photo: Pixabay