Instagram testing no 'likes' in NZ

  • Media
  • July 18, 2019
  • Radio New Zealand
Instagram testing no 'likes' in NZ

Instagram will test the removal of 'likes' from New Zealand-based users' content from today.

The social media platform, owned by Facebook, tested the removal with Canada-based users in May and is now expanding to other countries.

Facebook's Australia and New Zealand director of policy Mia Garlick said it wanted users to focus on content, not the number of 'likes' they get from other users.

"We want Instagram to be a place where people feel comfortable expressing themselves," she said.

"We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love."

Instagram will use the test to see if it improves users' experience on the platform.

Users will still be able to see the total number of people who have liked their posts, but other users could not see that information.

'Likes' would not be visible on content on the Instagram feed, profiles or on permalink pages (direct URLs to the post).

However engagement measurement tools that businesses or 'influencers' use such as Insights or Brand Manager will not be affected.

Influencers are individuals who are paid to promote products on social media platforms such as Instagram.

This story was originally published on Radio New Zealand.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Advertising Week APAC 2019: Is Facebook good for the world?

Advertising Week APAC 2019: Is Facebook good for the world?

At the end of last month, advertising executives strolled around Sydney’s iconic Luna Park for Advertising Week APAC, attending workshops and seminars from global industry leaders on topics ranging from mental health to the future of media. Georgina Harris attended the annual conference where Facebook’s vice president of partnerships, Ime Archibong, spoke about social responsibility, the danger of a single story and the power of technology.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit