If No One Can See My Likes… Does My Content Really Count?
Last week Instagram announced that they would be getting rid of the “likes” feature on the app for users in the U.S, in other words no one will be able to see how many likes your posts get. However, you will still be able to view the like count within your own account. This may not come as a huge surprise since Instagram started testing out this change back in July in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand. This update will begin as a test to some users in the U.S this week before the change becomes more permanent.
So what’s the deal, Instagram? What’s so wrong with those little hearts? Instagram CEO, Adam Mosseri said the reason behind this big change is, “about creating a less pressurized environment where people feel comfortable expressing themselves.” This update will serve as a way for users to concentrate on the posts and interacting with the app rather than just focusing on the amount of “likes” their post may garner.
It seems Instagram’s reasoning behind this change is pretty valid and may prove to be beneficial to its users, but what will this mean for your marketing efforts for your insurance agency? Well, that depends on your social strategy. Many companies and brands who want to work with influencers use the number of likes from posts to determine if they have enough “influence” with their audience. The update to remove likes will now require more work from the company or brand’s side to look further into whether an influencer is worth the investment. However, like most insurance agencies if you don’t rely on influencers and are providing great content get ready to roll up your sleeves.
It’s Time To Get To Work!
If you want your content to stay in your followers’ feed, this update will challenge your content strategy (and all Instagram content producers for that matter) to create quality content that does not rely on the “group influence effect” to receive engagement. Your content will need to capture and keep your followers’ attention and focus on the point you’re trying to convey.
If you’ve been waiting to up your Instagram game and really display your creativity, now is a perfect time! No more “like” comparison, it will be a level playing field for everyone on Instagram.