(CNN) – Posting on Instagram can come with a rush of validation when likes from friends and strangers come pouring in. But those likes will soon be hidden from many users.
In an attempt to reduce competitive pressure on the platform, Instagram will start hiding likes for some users starting next week.
Instagram has already tested the concept in several other countries.
Starting next week, the US will be joining the list.
Likes, or how many hearts a post gets, will disappear from Instagram’s feed and user profile pages.
A user can still see how many likes they’ve received, but their followers won’t know the count.
Instagram CEO Adam Mosseri said the move is to de-pressurize the social media platform. He said he wants to make Instagram less of a competition, particularly for younger users.
While some users have expressed relief, social influencers who need likes to make brand deals are concerned about losing sponsors.
- Florida Gov. DeSantis attempts to vote, discovers someone changed his address
- Newsfeed Now: President Trump heads to Arizona, Biden works virtually from Delaware
- Trump, Biden schedule Tampa rallies Thursday as campaigns hit crunch time
- Melania Trump slams Biden, Dems in first solo campaign stop
- 6-year-old boy’s ‘YouCanBeABCs’ rap video inspires kids to dream big