Instagram removes like counts in New Zealand

From today, Instagram users from Australia and New Zealand will no longer be able to see how many 'likes' other posts have received on the social platform.

Australia and New Zealand is the second market, behind Canada, that has participated in the trial, the aim of which is to determine whether removing 'likes' will increase users' enjoyment and experience on Instagram. In recent months it has been heavily reported that many people feel a sense of competition on the platform due to the visible 'like' counts.

Instagram has said that the test will not impact measurement tools like Insights and Ads Manager used by businesses and influencers, only that followers won't be able to see how many 'likes' they are getting.

“We want Instagram to be a place where people feel comfortable expressing themselves. 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,” said ANZ director of policy at Facebook Mia Garlick.

It's not been revealed how long the trial will operate for. Canada's 'like' counts were reinstated a few days ago, however.