The social network Instagram decided to hide the “Instagram Likes” to lower the pressure. This little click that we put on a photo to say that we find it well or to please the person who posted it, is part of Instagram’s DNA and social networks in general. But like crazy! Do you know that the pleasure felt when someone “likes” what you publish on the networks is comparable to a mouthful of pastry or delicatessen, according to the tastes? This trigger is a secretion of dopamine, the molecule of pleasure, in the brain. This is called the reward circuit.
Suddenly, all this causes addictive and depressive behaviors, especially among young people who are heavy users of Instagram. It is also a problem with the “influencers” who engage in real competition, sometimes even with bugs (false likes). It leads to absurd situations like this egg liked more than 50 million times.
Instagram likes test in some countries
For the moment, the dissimulation of likes is being tested in a few countries like Canada, Australia, Italy, Ireland, Japan, Brazil, New Zealand, and, as of this week, in a part of the United States, Instagram announced. For the moment, France is not concerned. The platform, which belongs to Facebook, wants to see what it will give. It should be noted that likes do not disappear completely. We can no longer see the number of likes on other people’s publications, but we can always see them in his own writings; it’s just a little less comfortable because you have to go to a particular page.
A practice that is likely to spread
Everywhere, “the amount of the like” and the audience is in question. Twitter is considering the removal or replacement of the like button, always for the sake of appeasement. YouTube recently decided to change the display of the number of subscribers to a channel by showing only rounded numbers, unspecified.
These changes, seemingly minimal, are far from being without consequences on the practice of social networks. And, also on economic practices since many brands use the notoriety of influencers to extol the merits of their products. They should no longer be able to rely on huge audiences that are not always legitimate.
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