If you run a business or work in marketing you've no doubt heard the news - Instagram has removed visible 'likes' in Australia, in a new trial to combat mental health issues.

Quality Instagram Content Over Vanity Metrics

If you run a business or work in marketing you’ve no doubt heard the news – Instagram has removed visible ‘likes’ in Australia, in a new trial to combat mental health issues, making the sharing of high quality Instagram content more important than ever.

What does this Instagram change mean for business?

Don’t worry, it’s not the game changer you may think it is. Take a step back and remember why you’re marketing your business on social media. Is it so that others can see how many likes you have? No, of course it’s not! It’s to promote your brand, and achieve your business objectives, such as driving traffic to your website, sharing your company’s culture, and selling your product and/or service.

Instagram content is still king.

When it comes to digital strategy, we always encourage our clients to focus on high quality, engaging content, over chasing vanity metrics such as cheap likes or follows.

When it comes to digital strategy, we always encourage our clients to focus on high quality, engaging content, over chasing vanity metrics such as cheap likes or follows.

Yes, your stats may look like they’ve gone down a little this month. We have seen a bit of a drop-off in engagement across the board following this platform change. But that being said, we’re still seeing strong conversions across our portfolio of clients. The things that really matter, such as taps through to website, purchases on shoppable products, story views and more are as strong as they’ve always been.

Is removing visible ‘likes’ actually a positive for business? 

It may be too early to tell, but the general consensus at Melbourne Social Co HQ is that there are some serious positives we can take from this move, particularly for small business. By removing the ability for people to see how many likes a post has achieved, smaller accounts will be able to better compete with established accounts that have built up large followings already. The focus will now shift back towards the quality of your Instagram content, and the real conversations you create with your community. Your business will now no longer have to compete with businesses who buy ‘fake’ likes for appearances sake, and you’ll be able to request more transparency with the influencers you engage with, by potentially having access to their back-end analytics.


Want to chat to our team about the latest social media trends and what they mean for your business? Get in touch with our team today.

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