Instagram began testing the function of hiding the counter of likes from other users around the world. This was reported on Twitter social networks.
Today we are expanding our testing to hide the likes counter to the whole world. If you participate, then you will no longer see the total number of likes and views under the photos and videos in your stream, if they are not published by you.
from Instagram statement
The developers noted that they had previously tested in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand. They stated that feature reviews were positive.
The company emphasized that they understand the importance of these counters for people who earn on advertising on social networks. The developers said they were already pondering a solution to this issue.
Instagram began testing the hide likes feature in April 2019. The change was noticed by reverse engineering specialist Jane Wong. In the description of the function, the developers emphasized that they want users to focus on content, rather than the number of likes.