MAM

×

×

Instagram’s 'Hide Likes' feature to impact influencer marketing biz

Influencers will have to deactivate the setting to stay in business.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/04/Instagram_800-New.jpg?itok=fcoK6_88

MUMBAI: Undoubtedly, Instagram is one of the most popular platforms when it comes to influencer-based marketing. As per the latest Buzzoka report, 77 per cent of the brands indulging in influencer-based marketing activities see Instagram as their primary choice to invest in.

But the paradigm may see a slight shift with the Facebook-owned social media grand testing its new feature of hiding the ‘likes’ count from the posts. The feature, which is currently under testing in Canada, allows only the individual posting content to have access to the number and profiles of people who have liked their posts. The move has been made to ensure that platform users focus more on photos and videos than on the amount of likes they are getting on it.

As per Logicserve Digital co-founder and CEO Prasad Shejale, the feature might have a slightly downward impact on the influencer-marketing business as brands will be more reliant on influencers to know the analytics.

He says, “It’s a very tricky move by Instagram. While this change will curb the subconscious popularity contest amongst influencers who stress over the number of likes for posts, this can have a slight downward impact on influencer marketing activities for brands. Brands will need to rely on influencers to share insights to understand the impact of activities. This can lead to delays and make it a tedious process to conduct influencer activities. However, I am sure the company and marketers will eventually come up with an alternative solution if the impact is huge."  

DViO Digital founder and CEO Sowmya Iyer also reflected similar views as she said, “From a digital business stand point, this feature could greatly hamper the entire sector of influencer marketing that is an important part of brand strategy. While yes, it will impact the way influencer marketing works right now, it will also reduce the visibility of brands as they would need to strenuously identify the appropriate influencers and in turn, the influencers would need to go and pitch themselves out to brands in relation their reach and engagement. This could lead to a major dip in influencer marketing which is definitely an integral strategy touch point.”

Iyer, however, noted that the feature is not exactly a cause for concern right now as the roll-out is still in its testing period. She is positive that Instagram is well aware of its popularity within the influencer market and will work around it.

Instagram also understands this concern and as per a quote attributed to a spokesperson from tech giant in a TechCrunch report, it is thinking through ways for influencers to communicate value to their brand partners.

While most of the industry-insiders are looking at the new move with apprehensive glasses, BuzzOne founder and CEO Sanjay Vasudeva is of the thought that it won’t affect the business at all and will remain a ‘self-goal’ for Instagram.

Vasudeva notes, “It won’t affect influencer’s' business as they are paid and one of the yardsticks for their post’s performance is engagement – which is likes, shares, and comments. And if they are to be paid they would have to deactivate that “Hide Like” feature.”

He adds, “On a primal level, the success of social media is where people after posting anything are eager to know how many people liked, shared, and commented on it. They also want their peers and followers to know the engagement. So, to my mind, it would be a “Self Goal” by Instagram.”

The feature was announced at Facebook’s annual conference, recently, with an aim to improve the overall online environment targeting depressing user behaviour like hateful comments, and unhealthy competition. Some of the other features announced were ‘nudge’ that will warn users if they’re about to comment something hurtful, and ‘away mode’ that will encourage users to take a break from Instagram at intense times in their lives.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/ktm.jpg?itok=Zi6wRziE
KTM launches 790 Duke in India

MUMBAI: KTM, The World’s No. 1 premium motorcycle brand, announced the launch of the much awaited 790 Duke today. True to its “Ready to Race” philosophy, KTM has an unparalleled legacy in motorsports with over 300 world championships spanning over 66 years. Since its entry into India in 2012, KTM...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/82.5.jpg?itok=BtKDa0kr
Rishabha Nayyar named national strategy lead of 82.5 Communications India

MUMBAI: 82.5 Communications is pleased to announce the appointment of Rishabha Nayyar as National Strategy Lead, 82.5 Communications. Rishabha will have planning teams across Mumbai, Bengaluru and Delhi reporting to him. He will report to Kapil Arora, Co-Chairman & CEO.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/tvs.jpg?itok=GQPkAPOt
TVS Eurogrip's new marketing campaign positions itself as 'The Bike Tyre Specialist'

MUMBAI: TVS Srichakra Ltd, India’s leading 2 & 3-wheeler tyre company, rolled out its new marketing campaign building on the ethos of its new brand TVS Eurogrip that was recently launched. The campaign includes a new brand film that accentuates the USP of the brand as a range of specialist high...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/island.jpg?itok=5NBDvTyD
Sony Pictures, Dentsu Webchutney bring alive Angry Birds’ islands

MUMBAI: Sony Pictures Entertainment India has joined hands with Dentsu Webchutney to turn the virtual islands from the movie ‘Angry Birds 2’ into real ones on the most used location app in the world, Google Maps.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/payback.jpg?itok=iTuiLXwg
PAYBACK signs cricketer Yuvraj Singh with campaign ‘PAYBACK Chalao’

MUMBAI: PAYBACK India, the largest multi-brand loyalty programme launches an exciting consumer campaign - ‘#PAYBACK Chalao’. The campaign is aimed at building excitement around the ease of earning and redeeming PAYBACK points at over 100+ brands via the new PAYBACK mobile app. Currently, the...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/pgi.jpg?itok=6Z9LwFVw
PGI India launches campaign for men’s platinum jewellery

MUMBAI:  The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son  to the more recent narratives of the smooth...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/mediacom.jpg?itok=lpdtRz8J
Mediacom bags GOQii's India Health Quiz digital mandate

MUMBAI: Following a competitive multi-agency pitch, GroupM’s media agency MediaCom has been awarded the Digital media mandate for GOQii’s India Health Quiz (IHQ), a first-of-its-kind, nationwide initiative to educate the masses with the right information on health. GOQii, is India’s leading tech...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/spider.jpg?itok=MwNfFI0b
Sony Pictures Entertainment & Google create an India-first ‘Trailer to Ticketing’ full funnel campaign for 'Spider-Man: Far From Home'

MUMBAI: For a long time, the film industry has produced and marketed films based on gut and the same instinct and some basic media reports have been used to reach out to the movie going audiences. But Sony Pictures Entertainment Films India partnered with Google, their agency Sokrati and movie...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/Star_Maa-BB.jpg?itok=tZN8Ac98
Star Maa launches BiggBossIsWatchingYou campaign

Star Maa and L&T Metro Rail Hyderabad Ltd with an attempt to create an effective civic sense-based communication launched a campaign through the World’s biggest television property of Telugu entertainment Bigg Boss.

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories