Instagram hides how many & # 39; likes & # 39; a message should attract more money from advertisers, not to promote the mental health of its users, experts claim.
The social media giant last week stopped displaying such counts on every post to prevent users from obsessively measuring their value based on their number.
& # 39; We hope this test takes away the pressure of how many likes a message will receive, so that you can focus on sharing the things you like, & # 39; it said.
Tammy Hembrow, with 10 million followers, promised to remove her Instagram account in protest against hiding likes from messages
Marketing experts say Instagram's mental health claim is a & # 39; bulls ** t & # 39; excuse to make companies spend ad dollars by making it easier for them to compete with influencers such as Pia Miller
& # 39; We are reconsidering Instagram's entire experience to address well-being issues and ensure that the Instagram community has a positive experience on our platform. & # 39;
However, marketing experts claim that this is a & # 39; bulls ** t & # 39; excuse for allowing companies to spend ad dollars by making it easier for them to compete with influencers.
& # 39; Let's stop the bulls ** t that this recent change is about reducing the incidence of mental health among their users, & # 39; said Murmur boss Dave Levett.
& # 39; It's about increasing ad revenue for the platform, and making Instagram more attractive for small businesses and brands to pump dollars into the growing social colossus. & # 39;
Levett said influencers made millions by selling everything from cosmetics to protein shakes, but Instagram saw no revenue.
& # 39; Instagram wants companies to spend money on the platform instead of influencers. This is purely a money game, & he said.
Instagrammer Mikaela Testa, who has fewer than 50,000 followers, went on an extremely tearing rage from the & # 39; like & # 39; prohibition of Instagram if & # 39; real damage outside & & # 39;
More than 25 million companies have Instagram profiles, but only two million buy ads, often because their involvement is overshadowed by bikini girls and fitness bloggers.
& # 39; Small and medium-sized businesses do not post or buy ads because they do not want low engagement. If their ads or messages only get a few likes, it looks bad. & # 39;
Another marketing insider said that buying an advertisement on Instagram is a & # 39; industry joke & # 39; was because they were so ineffective.
Matter OF INFLUENCE
* Instagram tests the removal of public likes in Australia and Canada before the changes are expanded globally.
* Likes can still be seen in desktop browsers and in comments, but these are likely to disappear in the coming months.
* Instagram claims that the changes are intended to help users' mental health by ensuring that they have a # # positive experience on our platform & # 39;
* But marketing experts say it's a cynical move from Instagram to bring advertisers directly to the platform instead of through influencers
* Australian influencers with 3,000-20,000 followers generally earn $ 75- $ 300 per mail, those with 100,000-250,000 approximately $ 550- $ 800, while mega-influencers with half a million followers charge thousands
& # 39; Instagram took so long to implement a viable algorithm that all of these & # 39; influencers & # 39; taking it into their own hands, & # 39; they said.
& # 39; Instagram is a & # 39; likes-first & # 39; platform and advertisements do not, of course, get many likes, which means that reputable products often seem fake or not popular. & # 39;
Levett said that by hiding how many likes a post has, Instagram can level the playing field and & # 39; the barrier of social proof & # 39; prevents advertisers from taking a break.
& # 39; Those advertisers are now likely to see an increase in engagement, an increase in clickthrough rate, an increase in sales, and thereby pumping more dollars into the platform & # 39 ;, he said.
Levett said that if Instagram was serious about reducing the effects of the platform on mental health on users, it would instead implement the recommendations of a recent report from the British Royal Society for Public Health.
Sophie Tieman who advertises Bondi Boost hair products is one of hundreds of Australian influencers who get hundreds or thousands of sponsored messages
Experts say that influencers like Keira Maguire made millions by selling everything from cosmetics to protein shakes, but Instagram saw none of the revenue
This included pop-up warnings for intensive use and marking when photos of people were digitally manipulated.
Max Markson, who manages dozens of Australia's biggest influencers, agreed that the change in function of Instagram was just a small part of the money.
& # 39; Instagram is aware that influencers make money and that is not the case. Brands don't inspire the same loyalty as influencers, & he said.
He said the best-earning influencers in Australia were those who had large followers and high involvement, and would not be influenced by their fans who cannot see how many likes their messages get.
& # 39; A classic example are reality stars that come out Married on First Sight, they are the biggest stars in the country, & # 39; he said.
& # 39; The show was so huge, it was at the top of the ratings for 40 nights in a row, so they have an incredibly high commitment because their followers are fans and want to be like them.
Max Markson said the best-earning influencers in Australia were those who had large followers and high involvement, such as MAFS star Cyclone Cyrell Paule, and would remain unaffected
Mr. Markson said that smart brands and influencers found even more ways to generate income with Instagram. MAFS star Jessika Power pictured
& # 39; Their followers are also overwhelming women as opposed to bikini models who are mostly men and yet have not received so many likes because men are afraid that their wives or girlfriends will notice and are angry with them.
MAFS stars Cyclone Cyrell Paule and Jessika Power were the top two in his stable, alongside mother bloggers such as Maria Di Geronimo and the Coffey pro surfer family.
Influences with 3,000-20,000 followers earn $ 75- $ 300 per post, those with 100,000-250,000 cost around $ 550- $ 800 and a half million thousands.
Rates are considerably higher in the US with stars with hundreds of thousands of followers with $ 10,000 per doll and a million plus gets 10 or 20 times that.
Mr. Markson said that smart brands and influencers found even more ways to generate income with Instagram, especially with video stories.
With advanced tools implemented by Instagram this year, users can purchase products without leaving the platform.
A popular influencer can post a story and a user can sweep up and get a hefty discount for whatever product he jumps.
& # 39; Users buy right away, as opposed to seeing an advertisement on TV or in a newspaper and think & # 39; I buy that on the weekend & # 39; and then they forget, & # 39; he said.
Jem Wolfie (photo) says the decision to remove such a count for her & # 39; demotivating & # 39; is
Fleeing followers: according to analytics website Social Blade, Elizabeth Sobinoff dies, in the photo Married At First Sight, the most
Mr. Markson said the panic that tore through the Instagram community when the change was announced was unfounded.
& # 39; Even if they lose several thousand followers, it doesn't matter, it's their (personal) brand that matters, & # 39; he said.
& # 39; Advertisers gain credibility by being associated with that person. & # 39;
However, hiding photo likes can be harmful to those who strive to become influencers and still build their support, as it will be harder for brands to notice them.
& # 39; It is difficult for new influencers to enter the market because brands are using those they already know are producing results, & # 39; said Lucy Ronald, manager of Born Bred.
& # 39; Users will like fewer messages because they feel it makes no sense if nobody can see it.
& # 39; Brands will still want to work with influencers, but need to be informed about how likes are not the best measurement and there are a lot of other statistics that are better indicators of engagement. & # 39;
Users can still see how many likes their own messages have received and thanks to the backend tools from Instagram for companies they could view a wide range of statistics.
These tools are now so advanced that brands can accurately measure how their investment in an influencer influences sales.
Jessika Power (photo) said she is convinced that her earning potential is not affected because the customers she works with trust in the statistics she offers
A popular influencer such as the MAFS star Martha Kalifatidis from Jessika (photo) can post a story and a user can swipe up and get a big discount for whatever product they want
But another marketing manager was not that optimistic and expected a sharp fall in spending from advertisers to influencers.
& # 39; I know influencers who received more than $ 50,000 to place a few video ads for Sprite, & # 39; they said.
& # 39; Sprite offers less in the future, or simply looks for a different solution. It was hard enough to convince brands to use influencers. & # 39;
Ms. Ronald said there would be a shift to higher quality content and convincing fans to buy, not just to collect likes.
& # 39; I think we should reorganize the way we look at measuring the success of collaborators with influencers in the future & she said.
& # 39; We can look more at the reach of messages, the generation of sales, and the quality of the content being produced. & # 39;
& # 39; Influencers will also post more because they won't worry if people will like it, and the more content Instagram has, the better. & # 39;
Instagram tests the removal of public likes in Australia and Canada before the changes are expanded worldwide.
Likes can still be seen in desktop browsers and in comments, but these are likely to disappear in the coming months.
Comment has been requested from Instagram.
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