Why did Instagram remove the ability to hide the number of likes?

Instagram removed the option to hide likes for most users in 2023-2024. Meta made this decision, claiming that hiding the number of likes was too complicated from an analytics and content monetization perspective. When like counts became visible again, creators found it easier to see what content works, and the algorithm could better rank posts based on actual engagement rather than just the number beneath a photo.

There's also a psychological aspect to it. Meta believes that visible likes improve the experience - people see how popular content is and are more willing to interact with it. When the like count is hidden, many feel like the post is slowly dying, even if it's actually gaining traction. And for businesses and influencers, visible numbers are a tool that helps them negotiate with brands.

That said, the feature wasn't completely removed. The post author can still choose whether to show the counter or not, but this option works differently in the app than it used to - and it's far from available everywhere.