Instagram removing ‘Likes” on posts is a good thing. Here’s why:⠀
1- It removes reliance from a marketing POV on this vanity metric and will encourage marketers to look for deeper, more meaningful interactions. In the trenches, I have seen the algorithm tailor itself more towards rewarding different metrics of engagement such as comments, DMs, and Story interactions.⠀
2- Facebook (owner of IG) has already been encouraging people to be a part of groups for their high engagement and personalization over pages and I have personally seen a major uptick in the amount of content that I see on my newsfeed from different FB groups that I am a member of.
3- Instagram is sniffing out the fakes and even shutting down accounts that violate terms. The Social Network is continuing the conversation of getting social media back to what it was originally created for: Bringing people together to be social. Marketers getting back to authenticity is a good thing for all of us.
4- By removing ‘Likes,’ brands will be forced to rethink their strategy and get back into the awareness and/or sales game.
Brands should have smart tactics in motion to achieve awareness/brand exposure at scale (social media is excellent for this) and/or should be running ads to drive sales on their domain, Amazon and/or in retail (social is excellent for this too). I have always felt that LIKES on posts sat in the middle of the tennis court so to speak, on this topic and really provided little actual value.