Facebook and Instagram to let users hide 'like' counts
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"People will be able to decide if they want to see like counts or not," Mosseri said in a briefing.
Tools being added to the services will let users turn off "like" features on individual posts or all of them, according to Mosseri.
He expected small creators trying to win fans to be most averse to eliminating "likes," since they are typically trying to boost their popularity by showing how many people endorse their posts.
A test of the option showed that some people shared more posts when the potential for them to be judged by viewers was removed, according to Mosseri.
"Some people found this beneficial but some still wanted to see like counts so they could track what’s popular."
Running tallies of how many people signal they like posts at social networks can be seen as status symbols or indicators of worth, raising mental health concerns
Some experts say the insatiable quest for "likes" can be addictive and have devastating effects, particularly for younger people.
Facebook said that it has been working with experts to understand how design tweaks such as the one being tested at Instagram can support well-being of users while providing control over how they engage with the service.