AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
TechnologyNov 12, 2019
Instagram Will Test Hiding ‘Likes’ in the US
Here’s why, and what it could mean for brands and marketers.
New York—For some, a “like” on Instagram gives instant satisfaction. For others, it’s a sign that people are finding and interacting with their business.
But soon, the ability to see how many users double tap an image might not be an option for some users.
Instagram announced Friday it will begin testing the hiding of “likes” on the platform for some users in the United States as soon as this week.
This doesn’t mean that like counts will vanish entirely; rather, they will simply be hidden from public view.
According to CNN Business, the test will remove the “like” number from photos and videos on main feed, profiles and permalink pages, but account owners will still be able to see their own likes.
The CNN article also noted that when someone a user follows likes another user’s post, it will say “Liked by [name of Instagram account] and others” under said post, where the like count normally shows up.
Users can then click through to see the list of everyone who liked it, but they still won’t be able to see a full count.
Instagram said the rollout will start with a limited number of accounts. The social media platform didn’t respond to an email inquiry asking exactly how many people would be chosen for the test or how long it would last.
The Facebook-owned photo sharing platform already has been testing removing the like number from public view in seven countries: Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.
“It’s about young people,” Instagram CEO Adam Mosseri said Friday at the Wired 25 conference about the changes to the platform.
“The idea is to try to depressurize Instagram, make it less of a competition, give people more space to focus on connecting with the people that they love, things that inspire them.”
He added that testing the removal of likes will allow Instagram to gauge if and how it affects people’s feelings about the platform.
WATCH: Instagram CEO Adam Mosseri announces that the platform will start hiding likes for US audiences starting next week. It's the latest step in Instagram’s quest to become the safest place on the internet. https://t.co/BGkMG57rdk #WIRED25 pic.twitter.com/WNTyAPVhaD
— WIRED (@WIRED) November 9, 2019
In a tweet, Mosseri said he’s looking forward to user feedback.
According to the CNN Business report, some users have already applauded the social media platform’s effort to improve the well-being of users.
One Wired reporter even referred to Instagram as the “mental health lab of our era,” referring not only to its investigation into how the removal of likes would benefit younger users but also its increased efforts to keep users safe overall.
But the platform’s move to remove likes has received a fair amount of criticism as well, including the argument that hiding engagement metrics could make it harder to determine whether a user’s follower’s count is legitimate, Wired reported.
Others bemoan how it will impact the marketing strategy of the many businesses that use Instagram to reach new and existing customers, and depend on showing number of likes to establish brand authority or exhibit desire for a product.
And though it might be leading the charge in “de-metrication,” or reducing the importance social media platforms place on public metrics, it’s hardly the first to do so.
Facebook, YouTube and Twitter all have experimented with removing engagement metrics too.
Feeling the Effects
It remains to be seen how removing likes will affect Instagram engagement overall, and how brands and influencers will adapt.
“Influencers know they are much stronger together than apart,” said Jacqueline Stone, CEO of marketing consulting and coaching business Bubblegum and Duct Tape and a columnist for National Jeweler.
“I think this will encourage [influencers] to stay in better touch [with each other] and communicate in real time how they can help each other [respond to the change]. This is especially strong in the fine jewelry industry and, if anything, it’ll continue to foster collaboration and community.”
Overall, Stone’s optimistic about the change and ready to embrace it.
She said given that a like won’t count for quite as much since no numbers will be associated with them now, “perhaps it’ll foster more communication, questions and laughter.”
While it’s still too early to tell how removing the public appearance of likes will affect businesses, since any effect to Instagram’s algorithm will take time to become evident, there are things the industry can keep in mind to navigate the change.
“Social media is often not where people are buying product. It’s where they are discovering and interacting with your brand,” Stone said.
“But if they truly want to buy something of yours, they’ll make it happen.”
She noted independent designers without websites who generate sales on Instagram through direct messages and comments shouldn’t be affected by removing likes.
“It’ll be more about when and how your product shows up in the feed, and unfortunately we have absolutely no control over that. The only thing we can do is keep producing quality content that motivates our audience to follow us or reach out.”
Others bemoan how it will impact the marketing strategy of the many businesses that use Instagram to reach new and existing customers, and depend on showing number of likes to establish brand authority or exhibit desire for a product.
And though it might be leading the charge in “de-metrication,” or reducing the importance social media platforms place on public metrics, it’s hardly the first to do so.
Facebook, YouTube and Twitter all have experimented with removing engagement metrics too.
Feeling the Effects
It remains to be seen how removing likes will affect Instagram engagement overall, and how brands and influencers will adapt.
“Influencers know they are much stronger together than apart,” said Jacqueline Stone, CEO of marketing consulting and coaching business Bubblegum and Duct Tape and a columnist for National Jeweler.
“I think this will encourage [influencers] to stay in better touch [with each other] and communicate in real time how they can help each other [respond to the change]. This is especially strong in the fine jewelry industry and, if anything, it’ll continue to foster collaboration and community.”
Overall, Stone’s optimistic about the change and ready to embrace it.
She said given that a like won’t count for quite as much since no numbers will be associated with them now, “perhaps it’ll foster more communication, questions and laughter.”
While it’s still too early to tell how removing the public appearance of likes will affect businesses, since any effect to Instagram’s algorithm will take time to become evident, there are things the industry can keep in mind to navigate the change.
“Social media is often not where people are buying product. It’s where they are discovering and interacting with your brand,” Stone said.
“But if they truly want to buy something of yours, they’ll make it happen.”
She noted independent designers without websites who generate sales on Instagram through direct messages and comments shouldn’t be affected by removing likes.
“It’ll be more about when and how your product shows up in the feed, and unfortunately we have absolutely no control over that. The only thing we can do is keep producing quality content that motivates our audience to follow us or reach out.”
More on Technology
The Latest
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
