Facebook is once again testing out the option for users to hide the number of likes they receive. According to the Associated Press (AP), Instagram will allow "a small group of random users" to hide the number of likes on their posts and decide if they wish to see likes that others receive. The tech giant is also doing the same for its Facebook app, but comments will still be visible for individuals who choose to like their hides.

Instagram trialled this initiative two years ago, explaining previously that it wanted Instagram followers to focus on the photos and videos that people are sharing instead of the number of likes they get. However, Facebook eventually shifted focus to dealing with the pandemic when COVID-19 hit, AP said.

Facebook's spokesperson told MARKETING-INTERACTIV E that in 2019, it began hiding like counts for a small group of people on Instagram to understand if it lessens some pressure when posting to the platform. According to the spokesperson, some people found this beneficial but some still wanted to see like counts so they could track what is popular.

"We are testing a new option that lets you decide which experience is best for you - whether that is choosing not to see like counts on anyone else’s posts, turning them off for your own posts, or keeping the original experience, and seeing like counts," the spokesperson explained.

Separately, the tech giant is currently in the midst of a global media and creative review. Mindshare and dentsu are reported to be defending the account. On the creative front, Facebook is currently working with Wieden + Kennedy, BBDO, Ogilvy, Leo Burnett, and Droga5 for each of its apps and corporate brand.

Photo courtesy: 123RF

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