How will Instagram’s ‘likes’ trial affect travel marketers?
Instagram has hidden the number of likes from posts in a bid to return to content over competitiveness.
Yesterday, Travel Weekly’s sister publication, B&T, reported that the Facebook-owned social media platform has removed the number of likes from posts by users.
The move, announced Wednesday, comes as part of a broader international trial in seven countries: Canada, Australia, New Zealand, Japan, Italy, Ireland, and Brazil.
The change means users will still be able to see the number of likes on their own posts, but will not be able to see how many likes other posts have received.
We’re currently running a test that hides the total number of likes and video views for some people in the following countries:
✅ Australia
✅ Brazil
✅ Canada
✅ Ireland
✅ Italy
✅ Japan
✅ New Zealand pic.twitter.com/2OdzpIUBka— Instagram (@instagram) July 17, 2019
Instagram said the feature will not affect businesses or creators on Instagram, and will not affect measurement tools like Insights or Ad Manager.
“We want Instagram to be a place where people feel comfortable expressing themselves,” Facebook’s director of policy for Australia and New Zealand, Mia Garlick, said.
“We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.”
For personal accounts, the change might not be a big deal – it may even be a positive – but how will the change affect travel businesses and influencers using Instagram as a marketing tool?
To answer that, Travel Weekly spoke with Jade Broadus, vice president and creative director of Travel Mindset, a US-based international influencer marketing agency, about the change.
For big businesses and agencies taking advantage of third-party analytics tools, Broadus believes the change won’t affect them at all. But for small businesses, it could mean a bit more legwork.
“They are going to need to be more proactive in their influencer relations and management,” Broadus told Travel Weekly, adding small businesses would need to reach out to creators for behind-the-scenes analytics, media kits and case studies from previous campaigns, as a result of the change.
“Without likes showing in feeds, marketing directors will need to set more concrete goals and update … KPIs and strategy, which I believe will lead to more meaningful ways to measure success and ultimately have better ROI for our clients.
“While likes as engagement can be one way to measure the success of a post, it’s not as powerful as a comment, save or share.”
Broadus, who welcomes the change, echoed Instagram’s belief that the change would help users return to focusing on content instead of engagement and competitiveness.
“While third-party information is fantastic for quick reporting or finding very niche influencers, it is often relied on too much – where a marketing professional would never have to have an actual conversation with influencers, making it purely transactional instead of a collaboration – meaning the agencies are picking the influencers purely on niche and engagement rates (including likes), not the person behind the post or the content,” she said.
Broadus said she hopes the change will get social media marketers and influencers back to being more collaborative.
“For influencers, I hope this change gets us back to sharing amazingly creative content – the type of content that will lead to the most authentic engagement and more comments – ultimately leading to a deeper connection between the influencer and their audience,” she said.
“Huge likes created the ‘Influencers of Influencers’ accounts – where other content creators would often copy locations, poses, colours of other influencers who were getting loads of likes.
“I think the strongest creators who are true originals will come out on top and it will level the playing field a bit.”
In the US, chatter around removing viewable likes has been mostly positive, according to Broadus, who said creators were getting creative freedom back as a result of the change.
“Even as the weakest performance indicator (mainly because likes can so easily be manipulated), a post’s likes did give a quick glance on whether or not a creator had people’s interest,” she said.
“I think North American content creators are looking at Canada’s influencers and seeing how they are dealing with it; wondering how it will impact them.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
engagement instagram Jade Broadus likes Travel MindsetLatest News
Emirates announces third Dubai – Melbourne route to launch in March ’25, Singapore – Melbourne route scrapped
Emirates has announced it will introduce a third non-stop service between Dubai and Melbourne, starting from 30 March 2025. The new service will be operated by a newly retrofitted four-class Emirates Boeing 777-300ER, equipped with the airline’s award-winning Premium Economy product and latest generation Business class seats. The airline currently operates two non-stop daily flights […]
Qantas Freight unveils specially decorated ‘Santa’s Freight’ aircraft
Qantas Freight has unveiled a specially decorated “Santa’s Freight” aircraft as it prepares to deliver more than 50,000 tonnes of international and domestic freight for the festive season. This year, Qantas Freight volumes for the Christmas period are expected to be up 5 per cent compared to last year as online shopping continues to boom. […]
Qatar Airways surprises Melbourne passengers with upgrades to celebrate 15 years
Qatar Airways has celebrated its 15th anniversary in Australia by giving passengers Business Class upgrades at Melbourne Airport on Friday. The airline has flown over 9.7 million passengers in and out of Australia since starting its operation in 2009 with Australian operations commencing on 7 December 2009 with the Melbourne-Doha route. Since then, the airline […]
Norwegian Cruise Line joins Take 3 for the Sea for a beach cleanup
Norwegian Cruise Line joined forces with Take 3 for the Sea last 5 December at North Steyne Beach and Park for a beach cleanup event in aid of International Volunteer Day. The NCL team collected 1,070 pieces of rubbish, totalling 2.2kg at the Sydney location. The collected debris included 412 cigarette butts, 147 pieces of […]
‘Office away from office’ call answered with Flight Centre Corporate and Crystalbrook Collection partnership
We could do with membership of this for the Travel Weekly crew. Although we prefer to relax 'unconsciously'.
Ayers Rock Resort stellar awards year the highest in the resort’s history
Anyone with a bit of coin might want to consider this asset. Sadly, we don't have a few hundred mill in spare change.
Qatar Airways Group CEO highlights importance of employee retention
Qatar is having its moment in the sun, but as we found out when in Doha it's quite cold when you are out of it.
TravelManagers call Cabo ‘the coolest place’ they’ve visited on return from ILTM famil
TravelManagers seem to be running famils non stop, so if you're craving a junket, you know where to look!
Klook wraps hugely popular, inaugural ‘Travel Fest’ event, welcoming over 10,000 attendees
Honestly a good prop will transform your entire day! Our editor is a big fan.
Accommodation Australia CEO James Goodwin to launch tourism employment platform in Canberra today
With all the high level stuff going on in travel and tourism it can be easy to forget the importance of recruitment.
Reflections Holidays surf contest brings best young talent to NSW North Coast
The best grommets in NSW were treated to cracking conditions, and of course top notch facilities at Reflections.
Monaco proves ultimate pre-ILTM destination for Australian travel advisors
We are happy to fill in for last-minute cancellations for one of these fam trips.
ALL YOU NEED TO KNOW: Brisbane Airport
Nice to know, given Delta's new Brisbane flights deal and with the Olympics on their way.
Discovering RAKxa: A Fusion of Medical Innovation and Holistic Wellness
From oxygen therapy to anti-aging treatments, RAXka puts the well in wellness travel!
Fullers360 ticket sales for the first electric hydrofoil ferry
This would also be a great way to travel to work, but we figure it wouldn't go uphill to our location.
Virgin Voyages new annual pass offers agents up to $15k commission, first cruise to enable Bitcoin payment
Have you joined the crypto revolution? This seems like the perfect reason to if you haven't!
Arizona’s flavours and wonders shine at Linkd Tourism’s Visit Vibrant Arizona event
Masterchef, Australian Travel Industry Edition... Coming soon.
New Australian Airports Association board members announced
A job update just in time for the weekend! Find out about it all here.
Small Luxury Hotels of the World celebrates milestone 2024, with new openings for 2025
Some of these are not so small hotels and their member number is getting rather large.
Council of Australian Tour Operators celebrates an eventful 25th year with famous CATO Christmas lunch
A fireside chat with the unfiltered Skroo was followed by post-networking drinks & DJ, which is where we signed off.
The Hilton brand debuts in the Republic of Moldova
The international Hilton brand is set to debut in the Republic of Moldova with the opening of its first hotel in Chisinau, marking a significant step in strengthening the country’s HORECA industry. The endeavour provides tourists with another option for world-class accommodations, excellence in standards and premium services. “Hilton’s entry into the Moldovan market is […]
Singapore Tourism Board accelerates its sustainability journey
The Singapore Tourism Board (STB) has unveiled two pioneering initiatives to bolster tourism and support the Singapore Green Plan 2030. The first is the Global Sustainable Tourism Council (GSTC) Attraction Criteria, the world’s first global standard specifically designed for attractions. The second is the MICE Venue Sustainability Playbook, a comprehensive guide to enhancing green practices […]
Relive the glitz and glamour of Women in Travel with the 2024 photo gallery
The big night has been and gone, but that doesn't mean you have to stop thinking about it!
Cunard unveils makeover for Queen Elizabeth
These types of refurbishment are a lot more than a lick of paint and a new footstool. Prepare to be amazed.
Carnival Cruise Line dips a toe in the water with Sydney Thunder cricket partnership
Doubtful the landing on the SCG turf will be as soft as that in the Carnival Splendor pool.
VA x Air NZ trans-Tasman codeshare makes long-awaited return
Depending on who you're flying, you'll be ordering fish & chips or fush & chups, or in seat six or seat...
Dubai kicks off biggest shopping festival yet
We can't decide whether capitalism has gone to far off whether festivals have always had an element of commerce.
Delta lands in Brisbane as the capital of the Sunshine State cements US hub status
Slots into Brisvegas will be hot property in years to come ahead of the Olympics and Delta's just got a head start.
Heritage Expeditions offers Subantarctic workshops with seabird photographer Rachel Bigsby
We don't want to ruffle feathers, but when we say she is shooting birds in the Arctic, we mean with a camera.
The Venice-Simplon-Orient-Express launches new journeys through Italy
Agatha Christie has a lot to answer for when it comes to the Orient-Express. We promise there will be no murders.
Helloworld’s Cinzia Burnes reveals 2025 plans including luxury brand VIVA Gold
From brand updates in Singapore, to topping power lists in Sydney, it's been a busy week for Cinzia.
Explora Journeys unveils its upcoming EXPLORA III
Can we at least get through our southern summer before contemplating a northern summer sojourn?
Rainforest rescue secures $10,000 in TreadRight funding after winning Women in Travel vote
We got to have a great time at the Women in Travel Awards AND help the rainforest. What is not to love?
Women In Travel 2024: Winner interviews at the biggest ever Women In Travel Awards
Lights, camera, action at the Women In Travel Awards last night. We're already looking forward to next year!
Agent incentive: Enjoy 12 days of giveaways this festive season with the new Intrepid Advent(ure) campaign
Intrepid's swapping the chocolates for incredible agent opportunities.
Norwegian Cruise Line announces new resources to support travel advisors for the 2025 WAVE Season
A wave that helps agents get commission is the kind of wave we like!