Instagram started a test in Ireland yesterday that removes the number of likes photos and videos receive.
The social network – which is owned by Facebook – said it does not want its service to feel like a competition.
Instagram hopes to learn whether this change can “help people focus less on likes and more on telling their story”.
The company’s head of public policy Tara Hopkins said: “We want Instagram to be a place where people feel comfortable expressing themselves.
“This includes helping people to focus on the photos and videos they share, not how many likes they get.
“We are now rolling the test out to more countries so we learn more from our global community.”
People can still see their own likes by tapping on the liker list, but others will not be able to see.
Likewise, an Instagram user will not be able to see how many likes others’ posts have received.
This is an extension of a test that began in Canada in May.
