From today, Instagram users in Australia will no longer be able to see how many “likes” a post has a received.

The trial is underway for Australian Instagram users, after a movement towards “removing pressure” on the digital platform’s users.

Instagram will begin rolling out the trial update today, removing the total number of likes on photos and viewings of videos on user feeds and profiles, and permalink pages.

Users will still be able to see a list of likes on their posts, just not the overall number.

But don’t worry, the change won’t affect measurement tools for businesses and creators on Instagram, and all likes and engagement metrics will still be available in those tools.

Facebook Australia and New Zealand director of policy Mia Garlick said Instagram should be a place where people feel comfortable expressing themselves, rather than judged.

“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,” she said in a statement.

Read more here.

We look forward to reviewing how this impacts businesses on social media over the coming weeks, and in particular the relationship with business and influencers, who rely on social media metrics to prove the value of their content.

Want to chat to our team about your Instagram strategy? Get in touch today.