Earlier this week, Instagram announced it would be testing out a new idea in Canada, in which it will remove the total number of “likes” that posts receive.
Within days of the announcement, Canadian Insta-users have began receiving the alert about the change on their accounts.
“Testing a change to how you see likes,” reads the Instagram notice.
It goes on to say that the company wants followers to focus on “what you share, not how many likes your posts get.”
But that doesn’t mean a user can’t see how many likes they get.
Instagram says that during the test, only the user will be able to see the total amount of likes on a post.
For followers, it will generally show one user name “and others” where the amount of likes used to be.
Individual users will still be able to see the number of likes on their own posts by tapping the “Likers” list, but this information will not be available to others, and vice-versa.
When that is clicked, an expanded list of “likes” is shown.
And again, this information is only available to the user.
So there it is, a new Insta-era.
When the announcement was made, the company said the move is part of an exploratory phase, and that features in test phases do not always become permanent fixtures.
Instagram was bought by Facebook in 2012, just two years after it launched, for $1 billion.