INSTAGRAM LIKES REMOVAL - Fullscreen · PDF file Instagram is considering hiding post likes...

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Transcript of INSTAGRAM LIKES REMOVAL - Fullscreen · PDF file Instagram is considering hiding post likes...

  • WHAT HAPPENED?

    INSTAGRAM LIKES REMOVAL

    WHAT HAPPENED?

    Instagram is considering hiding post likes from the public. Since April, they’ve tested this change in Canada, Japan, Brazil, and other countries. U.S. testing will begin as early as this week according to the head of Instagram, Adam Mosseri. While users will still have access to the number of likes on their posts, Mosseri explained that removing public likes is meant to “reduce anxiety and social comparisons, specifically with an eye towards young people.”

    WHAT TO EXPECT IN APPWHAT TO EXPECT IN APP

    NOVEMBER 2019

    © 2019 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

    The total number of likes will disappear from Instagram’s main feed, profile pages, and permalink pages.

    While Instagram account owners will still be able to view their own like count, it will be hidden from their followers. Instead, followers will see “liked by [name of Instagram account] and others” under the post where total likes would typically appear. Users will still be able to click to view individual accounts who liked the post in lieu of a total number.

    It’s not immediately clear how many users in the U.S. will be affected by the test. In other countries, affected Instagram account owners received a message at the top of their feeds notifying them of the test.

    REACTIONS SO FARREACTIONS SO FAR Feelings around the change have been mixed, with sentiment including…

    Those against the change: “I’m not posting on IG after this week cuz they removing the likes. Hmmmm what should I get into now? Think of all the time I’ll have with my new life” — Nicki Minaj

    Those in favor: "As far as mental health, I mean it's something that taking the likes away and taking that aspect away from it would be really beneficial for people.” — Kim Kardashian West

    Others view the removal of likes on Instagram as “inconsequential” when compared to negative comments and inauthentic posts. Many believe negative comments can be more detrimental to self-worth than a low number of likes — and when it comes to the competitive culture of Instagram and feelings of inadequacy, the lack of authenticity in content may be a bigger contributor to the problem.

    https://twitter.com/NICKIMINAJ/status/1193217594746032134?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1193217594746032134&ref_url=https%3A%2F%2Fwww.businessinsider.com%2Finstagram-tests-taking-away-likes-celebrities-influencers-reactions-kim-kardashian-2019-11 https://www.businessinsider.com/instagram-tests-taking-away-likes-celebrities-influencers-reactions-kim-kardashian-2019-11#but-some-people-including-kim-kardashian-west-view-the-decision-to-hide-likes-as-a-good-thing-6

  • © 2019 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

    IMPLICATIONS FOR DIGITAL CREATORS

    • While the removal of likes may reduce the anxiety of the average users, celebrities and creators are expressing concern that the change will decrease their engagement and, in turn, their business success. However, it is important to keep in mind that there are other (potentially more meaningful) ways to drive engagement and measure success.

    • Instagram influencers can and should move beyond likes as the most critical metric of engagement and focus on what’s most valuable: time spent. For example, consider leaning more heavily into video and stories, including Q&As, tutorials, and real-time storytelling, which can foster community, drive engagement, and bolster authenticity. That’s a whole lot more valuable to your brand as a creator than a mindless double tap!

    Digital creators are “fan-made” -- they receive 2x more likes/comments/ shares per fan each month than celebs or micro- influencers. (Source: Fullscreen Influence By the Numbers Study)

    ” IMPLICATIONS FOR BRANDS

    • Though this news is causing waves, it isn’t the first time the Facebook-owned platform has deprioritized likes. Over the past few years, Facebook and Instagram have put an increased emphasis on “meaningful engagements,” what we interpret as comments, shares, clicks, and swipe-ups. So, don’t freak out - our social approach remains the same.

    • Even with the removal of likes, brands and influencers should continue to create content that will get their audiences conversing, sharing, and building community. Ensuring posts have a clear CTA that drives engagement and trackable results is also key.

    • With some voicing concern over the potential rise of fake followers and vanity metrics, it will be key for brands to dive into post results. Knowing likes are still available on the backend, it will be important for brands to invest in the right partnerships with creators who will provide metrics transparency.

    FULLSCREEN’S TAKEFULLSCREEN’S TAKE TRUST BETWEEN BRANDS AND CREATORS IS KEY: • With consideration to measurement in creator partnerships, the public removal of likes on Instagram

    means brands should ensure their partnerships come with an extra layer of trust and transparency. Since like counts will still be available on the backend, brands will either have to rely on creators to share engagement results directly or work with third-party social analytics firms that manage authenticated data.

    • When it comes to talent discovery and evaluation, brands and creators who have the right technology will not be affected by the change. The trusted third parties that we partner with at Fullscreen, including CreatorIQ, Tubular, and Shareablee, allow us to access the metrics used to evaluate creator partnerships for brands, which includes a creator’s engagement rate.

  • © 2019 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

    CREATIVE FREEDOM IS A PERK: • One big upside to the change is the flexibility and creative freedom it offers. At Fullscreen, we know the

    aim of branded content shouldn’t be to sneak an ad message past digital or emotion filters but to create posts that are inherently useful, entertaining, welcoming, or emotional appealing. Without the pressure of public engagement, influencers and brands have the freedom to get creative, to get weird, and to take risks without the fear of “getting enough likes.”

    • This cultural shift towards depressurizing social can be seen in the content that audiences, particularly Gen Z and Millennials, increasingly want and expect from creators and brands. Raw and unfiltered is the new authentic, and there is an opportunity to embrace vulnerability over being “picture perfect” and posting just for likes and the validation of others. In fact, 71% of 18-34-year-olds prefer to watch digital creators who aren’t afraid to be vulnerable and 67% think brands should be just as unfiltered. (Source: Fullscreen TBH)

    • All things considered, the removal of likes is still in a testing phase. Mosseri said in his announcement that the platform is paying attention to how the change “affects how people feel about the platform, how it affects how they use the platform, how it affects the creator ecosystem.” He quickly followed with a tweet that he’s “Looking forward to the feedback.” And we’re sure there will be a lot of it.

    TO CONCLUDETO CONCLUDE