According to a global survey conducted in 2021, 36% of Gen Z and 30% of Millennials expressed that social media usage had a detrimental effect on their social well-being.
This data reminds us that navigating social media is not just difficult for businesses, but for everyone using it. So how can we make social media a more positive experience for everyone involved?
Instagram has addressed these concerns with a small feature that has big implications: hiding likes. Enabling this feature removes the pressure associated with validation through likes. It can eliminate the impulse to constantly check your like count, helping you regain control of your Instagram experience and foster a healthier relationship with social media.
In this post, we'll walk you through how to hide likes on Instagram in four quick clicks (plus a few other methods). We'll also discuss the reasons you should hide likes on Instagram — and a few reasons hiding likes could negatively impact your account.
How to hide likes on Instagram
Instagram lets you hide likes on posts in a couple of ways:
- You can hide likes on your own Instagram posts or reels before or after publishing
- You can hide likes on others’ Instagram posts or reels
Let’s review each way in detail.
How to hide likes on Instagram posts and reels before publishing
To hide likes on your own Instagram posts before publishing them, follow the steps below. These steps apply to Instagram posts and Instagram reels.
- In Instagram, tap on the + button at the bottom of the screen to create a new post. Select and edit your image(s) or video as needed. When you're happy with the look of your post or reel, click Next.
- In the post settings menu, scroll to the bottom and click Advanced settings.
- In the Advanced settings menu, look for the section called Like and view counts, or Likes and plays if you're posting a reel. In this section, toggle on the Hide likes and view counts on this post, or Hide like count on this post if you're posting a reel.
- Click the top left arrow to return to the post settings menu. Click Share to publish your post or reel. The like count will now be hidden from other Instagram users.
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How to hide likes on your Instagram posts or reels before you publish
How to hide likes on Instagram posts and reels after you publish
If you want to hide likes on an Instagram post that you've already published, here’s how to do it:
- Open your Instagram profile and click on the post or reel on which you want to hide likes.
- Click the three-dot icon in the top right corner of the post or reel.
- In the menu that appears, select Hide like count. This will immediately hide the likes on this specific post or reel.
How to hide likes on your Instagram posts and reels after you publish
If you change your mind and want to unhide the likes, simply repeat the process and select Unhide like count.
How to hide likes on other user's Instagram posts
If you don’t want to see like counts on other people’s Instagram posts, you can easily turn off all like counts through your account settings. This can help you avoid the dreaded comparison trap. Instead of comparing your engagement with other people's posts or competitor accounts, you can focus on engaging with the content itself and cultivating a more genuine experience on the platform.
Here’s how to hide like counts on other user's accounts:
- Open Instagram and click on your profile picture in the bottom right corner to access your profile. Then tap the hamburger menu located at the top right of your profile page to access Settings and activity.
- Scroll to the section called What you see and click on Like and share counts.
- In the Like and share counts panel, toggle on the Hide like & share counts setting.
How to hide like counts on other user's Instagram posts
Once you’ve enabled the Hide likes and share counts feature, you will no longer see how many people have liked other user's posts. Instead of showing the specific number of likes, you’ll see a generic message saying “Liked by [username] and others.” Note that this feature only turns off like counts in your Instagram experience — other users will still see unhidden likes if they have like counts turned on.
How to view like count on your posts or reels with hidden likes
When you use the Hide likes feature, your post or reel will appear to you and other users without a like count. However, you can still see how many likes your post has. There are two ways to do this:
- Method 1: When viewing your post or reel, click the three-dot icon in the top right corner. Then click Insights. This will take you to the Post insights or Reel insights panel where you can view the like count along with other engagement metrics on your post. Again, only you can see the total number of likes on your post or reel.
How to view like count on your posts with hidden likes
- Method 2: Though your post won't have a like count, it will still show that others have liked your post with a message saying "liked by [username] and others." Click on the small profile picture next to this text, which shows a user that has liked your post. This will take you to the Likes panel, which will tell you how many likes your post has, and who specifically has liked it. Only you can see the total number of likes on your post or reel.
Will hiding likes on Instagram affect the performance of your posts?
Not explicitly — hiding likes on Instagram does not directly affect the performance of your posts in terms of visibility or reach. This means that the algorithmic rankings and engagement metrics of your posts will remain unchanged.
When you hide the likes counter, it simply disappears from its original position at the bottom of the post. Users can still interact with your post by clicking the heart icon, and the invisible counter continues to track the number of likes your post receives. Therefore, the Instagram algorithm still has the data to assess the engagement of your content.
However, hiding likes isn't a perfect solution. If you're a professional, a creator, an organization, or a brand using Instagram, hidden likes might negatively impact your image and your engagement.
In 2019, Instagram ran a test in a few regions where they hid total like counts on the entire platform — no one could see anyone's likes. A subsequent study found that some influencers in those regions lost almost 30% of their average post engagement during that test. That means there might be a correlation between hidden likes and overall post engagement, but it's impossible to draw a direct tie between the two from this study.
Hiding likes could also exclude you from potential collabs, partnerships, and brand deals, as the people managing these deals typically look for popularity indicators such as like count when they make their partnership decisions.
Finally, hiding likes specifically on sensitive content has the potential to draw backlash from your audience. For example, when brands post apologies or controversial updates on their Instagram they might choose to hide likes to protect their reputation. This can backfire, especially if you hide likes and comments. Transparency is fundamental to community management — if your followers believe you are hiding likes to avoid a tough confrontation, it will almost definitely impact your brand image.
Ultimately there are two big reasons you should reconsider hiding likes on your Instagram posts:
- If you're a creator, influencer, or brand who is focused on partnerships and collabs as an avenue for growth.
- If you're posting sensitive or controversial content and you want to remain transparent with your audience.
When should you hide likes on Instagram?
Hiding likes is purely a personal choice — there's no right or wrong approach. Likes have traditionally served as the measure of popularity and validation on Instagram, so some users choose to disable this feature as a way to disengage from a cycle of comparison. There are also a few other reasons hiding likes can be useful.
1. If you want to remove social bias
Likes on Instagram can sometimes create a sense of social bias, where users are judged and compared based on the number of likes they receive. By turning off likes on your posts and reels, you can level the playing field and shift the focus away from popularity contests. Rather than valuing content by its number of likes, this approach encourages users to appreciate it for its intrinsic value.
2. If you want to decrease your need for social validation
Instagram’s like system can foster a constant need for external validation. Turning off likes can help individuals break free from the cycle of seeking validation through numbers. By shifting the focus inward and valuing self-approval, you can build a healthier relationship with social media and develop a stronger sense of self-worth.
3. If you want to promote authentic engagement
When likes are turned off, users are encouraged to engage with your content in a more genuine and meaningful way. Without the pressure of likes, individuals can focus on leaving thoughtful comments, sharing personal experiences, or expressing genuine appreciation for the content itself. This active participation fosters authentic connections and cultivates a supportive online community where users can connect on a deeper level.
4. If you want to focus on your content quality
The pursuit of maximizing likes can often overshadow the true quality and creativity of your content. By turning off likes, you free yourself from the pressure of conforming to popular trends or seeking validation through numbers. And this freedom allows you to prioritize the creation of high-quality and meaningful content, showcasing your creative abilities and expressing your passions authentically.
5. If you want to protect your mental health
Like counts can significantly impact your mental health, leading to feelings of anxiety, self-comparison, and inadequacy. By turning off likes, you take a proactive measure to protect your mental well-being. You regain control over your social media experience and reduce the negative impact of external validation on your self-esteem and overall mental health. This empowers you to prioritize your own happiness and establish a healthier relationship with social media.
Why can’t I hide likes on Instagram?
Here are three potential reasons why you might not be able to hide likes on Instagram:
- Your Instagram app is not up to date: If you don’t have the option to hide likes, make sure to check for updates in your device’s app store and install the latest version of Instagram.
- You're using a business account: Instagram offers different features and settings for personal and business accounts. At times, certain features, including the ability to hide likes, may be limited to personal accounts. If you’re using a business account, you may not have the option to hide likes.
- Your region is not supported: The availability of features on Instagram can vary depending on your geographical location. The option to hide likes may be limited to specific regions or gradually rolled out to different countries.
FAQs about hiding likes on Instagram
How to hide likes and views on Instagram reels?
Hiding likes on Instagram reels follows a similar process as hiding likes on posts. Before you publish a reel, navigate to Advanced settings, look for the Likes and plays section, and toggle on the Hide likes count on this post feature. You can also hide likes on a reel you've already published by clicking on the three-dot menu on the reel and selecting Hide likes.
Can I hide like counts on Instagram from a computer?
Yes, you can hide like counts on Instagram from a computer. The process is similar to hiding likes on the mobile app. Simply log in to your Instagram account on a computer, access your profile settings, navigate to the Privacy menu, and toggle on the option to hide like counts.
Can people like my Instagram posts if I hide the like counts?
Yes, people can still like your Instagram posts if you hide the like counts. Hiding the likes count on your Instagram post doesn’t prevent others from liking it. They just won’t see the number of likes your post received.
Can you hide the likes and views of multiple posts at once?
No, you can’t hide the likes and views of multiple posts at once. You have to individually enable the option to hide likes for each post.
