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Celebrities, influencers angry Instagram is testing taking away likes

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  • Instagram will start testing a feature that hides “like” counts on posts for some US users starting this week.
  • Celebrities and influencers have expressed outrage with the experimental feature, arguing that it weakens their leverage over brand deals and promotions.
  • But a few celebrities, including Kim Kardashian, have praised the decision.
  • The feature has already been piloted in seven countries including Australia, Ireland, and Canada.

Instagram is testing a new feature in the US this week that could be its most controversial yet: hiding the number of “likes” on posts.

The new feature, announced by Instagram CEO Adam Mosseri on Friday, is being met with strong backlash, especially from many influencers and celebrities.

The feature has already been piloted in seven countries including Australia, Ireland, and Canada in recent months. When it was rolled out there, influencers complained that hiding likes would give them less leverage over brand deals and sponsored content.

Now, American celebrities are calling out the app for experimenting with removing likes, with some threatening to stop posting to Instagram entirely. Others took to Twitter to joke about the proposed changes.

But some, including Kim Kardashian, have heralded Instagram’s decision as a boon to users’ mental health.

Here’s what influencers and celebrities are saying about the new feature that hides likes on Instagram.



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