Why FOMO and Mental Health led Instagram to remove Likes

Blog by dewinter

Social media helps brand engage, build loyalty and grow sales. Fact.

But here we share why we applaud Instagram on removing Likes and how we think this change will benefit brands moving forward into 2020.

Mark Zuckerberg’s brainchild Facebook received huge criticism in recent years due to the privacy issues, but more recent criticism accuses Facebook and Instagram (owned by Facebook) of affecting users’ mental health, sleep patterns and emotional wellbeing. With FOMO (the Fear of Missing Out) stated as the main reason for users’ addiction to the platforms.

The UK’s Royal Society for Public Health published a report claiming Instagram as the worst social media platform.

In response, Facebook, Instagram’s parent company are gradually removing likes from their platforms.

Instagram removed the Likes counter in the UK at the end of 2019 and the start of 2020 users have already agreed it has reduced the sense of competition.

Has this affected how we use Instagram for marketing?

Less emphasis is on likes.

David Troya-Alvarez, from Facebook and Instagram’s communications team, said: We hope that by making the number of likes private, people will be able to focus more on the photos and videos posited in the Feed and that this will ultimately drive deeper engagement.”

We are still able to see how our brands are performing but when it comes to competitors, we’re in the dark.

Genuine interaction is now the priority and needs to be measured effectively.

It should already be your brand focus as genuine interaction facilitates conversation in the comment section, this will help your brand arrive on your target audience’s Explore page.

The future has arrived and its Instagram Stories, with over 500 million daily active users, authentic posts will engage your audience more than an intricately designed page grid.

Combine Stories and Highlights to show off your brand, products and people. 

With the social currency of a ‘Like’ removed, you can express your brand’s true self and establish a stronger online connection with your audience.

Do you use influencer marketing?

This one is more tricky. 

How do you measure your campaign success? Likes and Followers don’t always result in converting sales. Previously, Likes gave a general marker of reach, but this needed to be taken with a pinch of salt.

There is a rise in long-term brand ambassadors, influencers choosing which brands they partner up with to create more authentic content and helping produce more engaging content.

Importantly, your partnership may increase in valuable sale conversions. Rather than Likes on an influencer’s account.

Unsure if you’re using Instagram & other social channels to their full potential?

At de Winter we are passionate about all things social. 

Experts in leveraging social media for your business, creating genuine engagement with your audience and, finding the best influencers who embody your brand. 

Feel free to message/call/email us if you’d like to learn more about how de Winter can help you use social media to reach your business goals.

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