In the rise of the digital age, people have become more socially aware of online presence, with a focus on growing their own brand image through demographic specific content.

Primarily a mobile app, Instagram has become a worldwide phenomenon that has over 500 million users tapping in each day from their phone to look at life snapshots of friends, family, and people of influence. While Instagram may have originally been targeted at those sharing personal photos, it has evolved dramatically over the years, after firms realised the potential to showcase appealing products at a small price.  

The key to successful business is to provide consumers on Instagram with a desire and need to follow up their curiosity using a visual that prompts an action, such as visiting the restaurant, retail shop or website. As a foodie myself, I have become fully aware of the power, restaurants have developed.  They now have a platform to post beautifully presented, high quality, and mouthwatering content of dishes to spark consumer’s awareness and interest without a need for any hard sales techniques or skills.

Over the years more and more brands have tapped into influencer marketing as their main advertisement tool. By collaborating with people who are successful, and provide high quality and engaging content, the company is not only increasing its visibility but also its brand equity and value.

In recent news (July 2019), Instagram made the decision to test out a new concept that would create “a less pressurised environment” on the app. Users taking part can see the like count and profiles who engage with their content, however are not able to see the likes of those followed. Adam Mosseri, Instagram’s Head guy believes this tool will be the key to reducing the competitive nature of the platform.

As a fellow foodie, Instagram lover, and content creator I thought it would be valuable to list both the pros and cons of this change before coming up with my overall verdict.

PROS

The decision not only allows for a healthier atmosphere for young women who previously were comparing themselves to those of influence, but it will also incentivize brands to move away from the static images and move towards short form media like Instagram Stories and Instagram Live to market their products and services. The quality of influencer content is likely to become more creative, deep and community driven, leading to greater engagement, views and time spent on the app altogether. By removing the ‘like’ metric, it is assumed that users will post more, without the potential judgement of peers and followers.

CONS

For influencers (unlike myself) and individuals, who work with companies and specific brands to promote their services or products; this move by Instagram to shift away from ‘vanity metrics’, although prompting a healthier environment may cause confusing and uneasy feelings for millennials. The unfamiliar nature of the change is likely to produce fear in those influencers who rely on Instagram as their main source of income.  Without the affirmation of likes, users must seek out alternate displays of engagement from their followers to ensure they remain valuable and relevant in today’s digital society.

VERDICT

Initially, I like many others felt slightly disillusioned by the change, partly because I have become very accustomed to the assertion of likes. Not long after however, I felt a strong sense of empowerment and freedom towards my future content and the direction I felt my brand image should take. Instagram’s removal of likes trial has opened my eyes up to consumer engagement and how marketers can use Instagram Influencers to market themselves beyond the ‘like’ metric.

Over to you:

1. What is your thoughts on Instagram’s change?
2. Do you think this decision holds more benefits or detrimental effects to Instagram’s business and future?