Instagram hiding ‘likes’ is a positive move: Influencer marketing platforms

Social media platform Instagram has started hiding like counts globally, including for users in India. Since likes have been an important metric for influencers’ businesses, especially in India, marketers say influencers are likely to make a shift to other platforms like TikTok that is picking up interest here. However, there are some views that go against the grain.

Ashutosh Harbola, CEO and Co-Founder, Buzzoka, an influencer marketing platform, says the removal of Instagram likes is a positive move and is optimistic about the after effects.

“Brands in the current schema of the marketing mix are more focussed on likes and followers and content somehow takes a back seat. With the removal of likes, content will get the maximum boost,” he points out.