Instagram to begin removing “Like” counts for U.S. users as early as this week

• Instagram, removing
instagram-to-begin-removing-“like”-counts-for-us.-users-as-early-as-this-week

Instagram plans to start testing the removal of “Like” counts for U.S. users beginning as early as this week, CEO Adam Mosseri announced at a WIRED25 conference in San Francisco last week.

Like counts will be removed from posts during the test.

Why we should care

In the tests that have rolled out so far, Instagram has hidden “Like” counts from public posts in the Feed, on the desktop platform and in profiles. Only the account owner is able to view the number of likes a post gets.

The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could disrupt the influencer community, as the social proof metric goes private. Without an outward-facing metric such as “Likes,” influencers and their agencies will need to adapt to demonstrate value to brands, but it could prove to be a positive development, allowing both brands and influencers to shift to deeper-level engagement and outcome metrics beyond the low-hanging fruit of a “like.”

More on the news

  • The Facebook-owned platform first began experimenting with hiding “Like” counts from users earlier this year. In April, an app researcher discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.
  • Later in the spring, Instagram formally began testing hidden like counts in Canada, and soon expanded the test to several other countries, including Brazil, Japan and Australia.
  • In September, Facebook confirmed it was experimenting with removing “Like” counts from Facebook posts for users in Australia.


About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



Facebook removing gray verified badges from Pages later this month

• Facebook, removing
facebook-removing-gray-verified-badges-from-pages-later-this-month

Facebook is removing the gray verified badges meant to show Page authenticity starting October 28. Page owners will begin seeing notices via their Page this week.

“Based on feedback, we’re removing the gray badge and focusing on other ways for businesses to show their authenticity on Facebook,” said a Facebook spokesperson.

The grey badges, which were gained via an application process, were primarily used by SMBs to prove their Page’s legitimacy.

Why we should care

Facebook’s gray verified pages offered small businesses an easy way to very their Page actually belonged — and was being managed — by the company, same as Facebook’s blue verified badges work for public figures, media companies and brands. Now that the badges are being removed from the platform, marketers will need to put forth extra effort to prove their Page’s authenticity — and keep an eye out for any other Pages claiming to be connected to their company.

To prove Page authenticity going forward, Facebook recommends Page Admins make sure their Page profile is complete with up-to-date information, a profile picture and correct contact information. It also encourages Page owners post regularly since an active Page shows the company is still in business.

More on the news

  • The decision was based on feedback from users who were unclear what the gray badge represented, Facebook said.
  • This update will only apply to gray verified Page badges on the platform. Facebook’s blue verified badge for public figures, media companies and brands will remain.
  • The gray badges, which were available to all Page owners, were first introduced in 2015.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.