Will Removing Like Counts Help Drive In-App Purchases & Monetise Instagram?


Instagram has decided to experiment with removing likes from posts in a bid to reduce pressure on the platform’s users, while also taking away the ‘vanity’ element of counting post likes. While likes will be hidden on posts, users will still be able to view like-counts on their own posts. I can’t help but think this could be a shift to focus the platform more towards product purchases and therefore further monetise the channel.