Instagram Tests Hiding Likes. Here's What That Means For Your Brand.

If you’ve ever felt crappy because of your like count, you need to build your self-confidence. But also, you might really like how Instagram is slowly testing hiding likes.

Here’s the thing, quality content is and will always be important. However, the ability to buy likes in a desperate and highly unethical attempt to “blow up” on Instagram has taken attention away from the main focus – actually having good stuff. Oh and, if you didn’t already know, Instagram will hide your account or delete it without notice if you purchase your likes, comments, followers, or automate your actions with a bot.

“genuine interactions, quality content, and comments will be your main focus”


99% of the time when a page’s engagement is absolutely terrible it’s because they aren’t spending enough time, if any, on relationship building. I get it, you came on social media with the intention to promote yourself and make money. But people go on social media to be entertained and learn, sometimes both at the same time. So if you can’t find a way to be of value to them to grab their attention, you wont sell anything.

At the end of the day, even if you have amazing photography or videos, nobody cares if no one knows who you are. If you don’t invest time in starting new conversations and re-engaging current followers, you might as well be talking to yourself. Spend time getting to know who you’re talking to, why you’re useful to them, and building up trust so when you do promote yourself people are all ears.

it’s not the algorithm’s fault your content sucks…

Good content is not always what you want to share or looks the prettiest. It’s what gets people to stop scrolling through millions of posts and listen to you that determines if your content is quality. It takes a lot of research, trial and error, and patience to really nail it. Most people neglect the research and testing. That’s why most people find it easier to just blame the algorithm.

Have you been talking to your potential customers? If not, get on that now. If you want to know what people want, sending DMs and running polls on Instagram stories will be your best friend when running market research. Do you know who some of your current most loyal followers are? Shoot them a DM thanking them for supporting you on your last post and ask them what they would love for you to share about so you can create more stuff they’d love to see. It’ll make them feel seen and appreciated, who doesn’t love a win-win situation?


Buying your comments isn’t doing you any favors. It’s actually hurting your brand not just because you risk your account being deleted but you ruin trust with your followers by being fake. Comments do matter and they will come if you nail the two points above: having social interactions and posting good stuff. Make sure to always respond to people in the first 20 minutes of posting to show others you’re responsive!

With these changes, brands will have to focus on making great content more than ever. What do you tend to feel stuck on the most when it comes to content creation? Comment below!