(Reuters) – Instagram is launching a small global test on Wednesday, in which users can choose whether to hide on their own accounts or other people’s posts, a Facebook spokeswoman said.
The photo-sharing site, which is owned by Facebook Inc., said the latter test came after it saw mixed responses to its experiments in which it removed appreciation, commonly used as a measure of popularity.
“In 2019, we started hiding as a small number of people to understand if a certain pressure decreases when they post on Instagram,” the spokesman said in a statement. “Some people found this beneficial, but some still wanted to see it as counting, so they could follow what was popular.
Facebook is also exploring a similar experience that will take place in the coming weeks, she said, in response to users asking for more controls on how they interact with content on the platform. Facebook has previously tested hiding likes on other people’s posts in Australia.
Last month, Instagram accidentally hid appreciations for a large number of users in what was supposed to be a small test, gathering strong reactions. Some users saw it as an important step for users’ mental health, while others saw it as catastrophic for creators who partner with brands. Appreciations are expressed by pressing a heart-shaped icon on a user’s post.
Instagram test users will be able to privately see their own number of likes. The test will involve a small percentage of global users, but the company declined to say how many.
Reporting by Elizabeth Culliford; Montage by Bernadette Baum