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Instagram to test hiding Like counts in US, which could hurt influencers – TechCrunch

“We will make decisions that hurt the business if they help people’s well-being and health” says Instagram’s CEO Adam Mosseri. To that end, next week Instagram will expand its test of hiding Like counts from everyone but a post’s creator to some users in the United States. But there are major questions about whether the change will hurt influencers.

Mosseri revealed the plan at the Wired25 conference today, saying Instagram “We have to see how it affects how people feel about the platform, how it affects how they use the platform, how it affects the creator ecosystem.”

Instagram’s CEO explained that “The idea is to try to depressurize Instagram, make it less of a competition, and give people more space to focus on connect ing with the people they love and things that inspire them.” The intention is to “reduce anxiety” and “reduce social comparison”.

Elsewhere during the talk that also featured actor and CEO Tracie Ellis Ross, Mosseri discussed Instagram’s growing interest in shopping, and how it can provide new revenue streams to influencers. He also described Instagram’s three-pronged approach to well-being where it identifies and addresses acute problems such as hate speech, finds positions where it can lead as with fighting bullying, and rethinks fundamentals of how the platform works as with Like count hiding.

Instagram began testing this in April in Canada and expanded it to Ireland, Italy, Japan, Brazil, Australia, and New Zealand in July. Facebook started a similar experiment in Australia in September.

While it seems likely that making Instagram less of a popularity contest might aid the average user, Instagram has to be mindful that it doesn’t significantly decrease creators’ or influencers’ engagement and business success. These content makers are vital to Instagram’s success, since they keep their fan bases coming back day after day, even If  users’ friends are growing stale.

A new study by HypeAuditor reported by Social Media Today found that influencers across tiers of follower counts almost unanimously saw their Like counts fall in countries where the hidden Like count test was active. Likes fell 3% to 15% in all the countries for influencers with 5,000 to 20,000 followers.

Only in Japan, and only for influencers with 1,000 to 5,000 or 100,000 to 1 million followers did the change lead to a boost in Likes — of about 6% in both groups. Meanwhile, influencers saw the biggest loss of Likes in the Brazilian market. Those trends could relate to how users in certain countries might feel more comfortable Liking something if they don’t know who else is too, while in other nations users might rely on more herd mentality to know what to Like.

If Instagram finds the impact of the test to be too negative on influencers, it may not roll out the change. While Mosseri stated the company wasn’t afraid to hurt its own bottom line, impairing the careers of influencers may not be acceptable unless the positive impacts on well-being are significant enough.

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Will this be as poorly attended as SF Disrupt and essentially a series of agendaed and scripted press conferences?n”},”link”:”https://techcrunch.com/2019/10/22/learn-how-to-win-customers-and-influence-consumers-at-disrupt-berlin/#comment-677097″,”type”:”comment”,”author_avatar_urls”:{“24″:”https://secure.gravatar.com/avatar/b754eef8128d0724750c038787218fa9?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/b754eef8128d0724750c038787218fa9?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/b754eef8128d0724750c038787218fa9?s=96&d=identicon&r=g”},”_links”:{“self”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/comments/677097″}],”collection”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/comments”}],”up”:[{“embeddable”:true,”post_type”:”post”,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1900747″}]}}]],”authors”:[{“id”:59254947″name”:”JonathanShieber””url”:”””description”:”””link”:”https://techcrunchcom/author/jonathan-shieber/””slug”:”jonathan-shieber””avatar_urls”:{“24″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=24&d=identicon&r=g””48″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=48&d=identicon&r=g””96″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=96&d=identicon&r=g”}”links”:{“twitter”:”https://twittercom/jshieber””linkedin”:”https://wwwlinkedincom/pub/jonathan-shieber/0/baa/b27″”crunchbase”:”https://wwwcrunchbasecom/person/jonathan-shieber”}”position”:”Writer””cbDescription”:”[{“id”:59254947″name”:”JonathanShieber””url”:”””description”:”””link”:”https://techcrunchcom/author/jonathan-shieber/””slug”:”jonathan-shieber””avatar_urls”:{“24″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=24&d=identicon&r=g””48″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=48&d=identicon&r=g””96″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=96&d=identicon&r=g”}”links”:{“twitter”:”https://twittercom/jshieber””linkedin”:”https://wwwlinkedincom/pub/jonathan-shieber/0/baa/b27″”crunchbase”:”https://wwwcrunchbasecom/person/jonathan-shieber”}”position”:”Writer””cbDescription”:”[{“id”:59254947″name”:”JonathanShieber””url”:”””description”:”””link”:”https://techcrunchcom/author/jonathan-shieber/””slug”:”jonathan-shieber””avatar_urls”:{“24″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=24&d=identicon&r=g””48″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=48&d=identicon&r=g””96″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=96&d=identicon&r=g”}”links”:{“twitter”:”https://twittercom/jshieber””linkedin”:”https://wwwlinkedincom/pub/jonathan-shieber/0/baa/b27″”crunchbase”:”https://wwwcrunchbasecom/person/jonathan-shieber”}”position”:”Writer””cbDescription”:”[{“id”:59254947″name”:”JonathanShieber””url”:”””description”:”””link”:”https://techcrunchcom/author/jonathan-shieber/””slug”:”jonathan-shieber””avatar_urls”:{“24″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=24&d=identicon&r=g””48″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=48&d=identicon&r=g””96″:”https://securegravatarcom/avatar/a81fccb1686f7db1afd1c14a019b5bc1?s=96&d=identicon&r=g”}”links”:{“twitter”:”https://twittercom/jshieber””linkedin”:”https://wwwlinkedincom/pub/jonathan-shieber/0/baa/b27″”crunchbase”:”https://wwwcrunchbasecom/person/jonathan-shieber”}”position”:”Writer””cbDescription”:”

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To learn more about the next wave of consumer startup investment outside Silicon Valley, Iu2019m speaking to leading B2C-focused investors in various hubs about the trends they’re excited about right now.u00a0n

Recently, I shared the responses from several London-based investors; today, we spoke to eight of New Yorku2019s top consumer VCs:n

    n

  • Rebecca Kaden, Partner at Union Square Venturesn
  • David Tisch, Founding Partner at BoxGroupn
  • Anu Duggal, Founding Partner at Female Founders Fundn
  • Craig Shapiro, Partner at Collaborative Fundn
  • Jeremy Levine, Partner at Bessemern
  • Beth Ferreira, Partner at Firstmark Capitaln
  • Graham Brown, Partner at Lerer Hippeau Venturesn
  • Eric Reiner, Partner at Sinai Venturesn
  • Chris Paik, Partner at Pace Capitalnn

    Consumer health and banking startups were recurring areas of interest, and there’s a sense that apps and product brands which provide a deeper sense of community are an untapped opportunity.n

    Rebecca Kaden, Partner at Union Square Venturesn

    At USV, we are focused on opportunities that broaden access by leveraging technology to increase value and decrease cost in big buckets of consumer spend. In doing so, we are looking for ways to make products and services previously available to a select segment available to many more. In particular, we have been investing in areas of consumer health where the delivery mechanism not only makes the care more convenient but also more affordable and higher quality; products and platforms in financial services that change the traditional underlying model to drive financial health for a mass customer; and opportunities that create new access to education both for kids and lifelong learners.u00a0n

    Within each of these segments, I’ve been very interested in how new communities are forming inside products–users that come for a specific offering are forming allegiance and increasing engagement by interacting with other users. I think that is a trend we will only see accelerate.n

    David Tisch, Founding Partner at BoxGroupn

    People are bored on their phones, not of their phones. I am most excited to meet founders working on consumer apps that bring happiness and fun to a mass consumer audience, as I continue to believe we are in the early days of mobile and the app store is not dead.n

    These apps may look like a game, they may be a game, or they may be a new feed, but TikTok, Twitch, HQ, Yolo and other Snap app kit apps, Tinder and others have shown consumers want new apps, the barrier for adoption and retention isu00a0 just very high. All apps and games have a half-life, creating something with a very long one is really hard, but the demand is sitting on the phone scrolling thorough feeds, waiting for some new fun. We are excited about apps that allow people to interact with others in different ways, in new worlds, using new hardware, or new interfaces.n

    n

    London’s top consumer VCs share which trends they’re trackingn

    n

    Anu Duggal, Founding Partner at Female Founders Fundn

    With the rise of the sober curious movement, we invested in Kin Euphorics, offering consumers a sexy option to an alcoholic drink, creating a social experience around a non-alcoholic beverage that doesnu2019t exist in the market today. With beer sales decreasing five years in a row, brands like Heineken are offering alcohol-free alternatives catering to this growing audience.n

    With the decline of religion, we have seen the rise of what we call the u201crise of the alternate community.u201d Consumers are looking for ways to connect online and offline based on specific interests. Examples of this in our portfolio include The Wonder, a membership model for familyhood, Peanut, a social network for modern motherhood, and Co-Star, an astrology app.

    “,”protected”:false},”excerpt”:{“rendered”:”

    To learn more about the next wave of consumer startup investment outside Silicon Valley, Iu2019m speaking to leading B2C-focused investors in various hubs about the trends they’re excited about right now.u00a0 Recently, I shared the responses from several London-based investors; today, we spoke to eight of New Yorku2019s top consumer VCs: Rebecca Kaden, Partner at […]n”,”protected”:false},”author”:133574219,”featured_media”:1907549,”comment_status”:”open”,”ping_status”:”closed”,”sticky”:false,”template”:””,”format”:”standard”,”meta”:{“outcome”:””,”status”:””,”crunchbase_tag”:0,”amp_status”:””,”relegenceEntities”:[],”relegenceSubjects”:[],”jetpack_publicize_message”:”A look at the top trends exciting NYC’s consumer VCs https://tcrn.ch/34DJOtS by 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