Will the removal of ‘likes’ from Instagram affect your business?

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Instagram has recently rolled out a trial update where it will remove the visibility of ‘likes’ from all posts. The trial has first been implemented in Australia, and will soon be extending to a number of other countries including New Zealand. How will this major change in the way that the platform operates affect the way your business uses Instagram for marketing and promotion?

Instagram has claimed that the changes are well-intentioned, saying that it will remove the pressure of how many likes that a post will receive. Instead, users are encouraged to post content that is meaningful to them and free of judgement. Users will still be able to see the number of likes on their own posts.

Instagram will make a decision at a later date as to whether the trial will become a permanent feature of the platform. The changes will not affect current measurement tools for businesses and creators on Instagram, as all likes and engagement metrics will still be available through these tools. Despite this, these changes and the larger trends that are behind them may still have ongoing effects to how your business markets itself on Instagram and other social media platforms. Here are some ways you can proactively ensure your business isn’t affected on social media.

Invest in other platforms:
The sooner that you can diversify your social media marketing, the better. As Instagram is owned by Facebook, if your business relies heavily on these platforms to reach your audience, then consider looking into other apps such as Pinterest, LinkedIn, YouTube or Twitter.

Reconsider influencer marketing:
Instagram influencer marketing may see many changes due to the removal of likes. If your business relies on using influencer marketing to promote your services or products, reconsider other ways to market your brand.

Invest in yourself:
Using social media to build your business can be challenging, as platforms can change their policies, algorithms and features in ways that can negatively affect your marketing strategies. Instead, use social media as a way to build awareness of your brand and drive users to your own website. This will give you more control over your content and how it is used by your audience.

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