Instagram accidentally hid likes for some users

“We’ve been testing a new experience to hide likes on … posts,” said a spokesperson for Facebook (full board), which owns Instagram, told CNN Business. “We unintentionally added more people to the test today, which was a mistake; we are fixing this issue and restoring similar counts to those people as soon as possible.”

Several users reported seeing the change in their profiles on Tuesday, with the number of likes replaced by the phrase “and others.”

Instagram has been running limited testing of that change for years; In 2019, the company said it would begin removing likes from a limited number of accounts in Canada. Instagram hasn’t provided a timeline for when it expects Hidden Likes to roll out widely.

While followers wouldn’t be able to see the total number of likes a post received, the account owner still could, Instagram said at the time. Users can click to see a full list of accounts who liked the post, but they wouldn’t be able to see a number that highlights how many people liked it.

Instagram framed the move as a way to help reduce pressure to accumulate likes on the platform. Likes, which appear as hearts on Instagram, are often used as a measure of popularity.

– CNN Business’s Kaya Yurieff contributed to this report.


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