by Beatrice Ambasa
May 27, 2021

Instagram is offering its users the option to hide the number of likes they receive on posts on the app.

The tool has been tested in several countries since 2019, but it is now being rolled out globally.

Users with the feature enabled will now see the username of a follower who has liked the post, “and others”, instead of a number.

The aim is to “depressurize people’s experience” on the platform, the social media giant said.

“This has taken longer than I had hoped, but I am pretty excited about… giving people more control over the experience,” Instagram's boss Adam Mosseri told the BBC.

In its testing and research, Instagram said that removing likes had little impact on behaviour or wellbeing - after concerns that using the platform could be linked to insecurity and poor mental health.

A recent Oxford Internet Institute study also found there was “little association” between social media use and mental health in teenagers.

Despite this, Mr Mosseri said Instagram - which is owned by Facebook - introduced the feature to make “people feel good about the time they spend” on the platform.


The feature can be switched on or off at any time. To change it:

Go to Settings

Enter the new Posts section

Select Hide Like and View Counts

Even if a user has Like Counts enabled, they will not be able to see the number of likes on accounts or posts that have hidden them.

Users will also have the option hide counts on a specific post, before and after it goes live on the platform.