Instagram has implemented a program in several countries (though not the US) in which likes are eliminated. Dr. Dustin York of Maryville University says they are trying to get users to focus more on content, as well as discouraging marketers from hawking fake content. York suggests an ulterior motive: businesses will need to depend less on influencers on more on Instagram-sponsored posts. However, as likes go away, York predicts that comments will replace them as the new measure of the popularity of influencers. He suggests small businesses can look at local “micro influencers” as a way to get their message out.
- Worrying about the like count of your content takes the focus away from your message
- The strategy behind removal stems from wanting more natural sales conversions
- With this change, analytical platforms will become more important in driving your business
“According to York, these platforms including Instagram convert the most buyers.”