Brands and Creators See the Benefits of a Like-Free Instagram

Creators say the move away from vanity metrics helps legitimize the industry

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On May 26, Instagram codified a change it had been experimenting with since 2019—giving users the option to hide the likes that show up both on their own posts and those in their feed. The move aimed to “depressurize people’s experience on Instagram,” and help people “feel good about the time they spend on our apps,” the social platform announced in a blog post. Six months on and most creators and brands can see the appeal.

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