Nicki Minaj threatened to stop posting on Instagram if the feature goes into effect.
Iโm not posting on IG after this week cuz they removing the likes. Hmmmm what should I get into now? Think of all the time Iโll have with my new life
โ Mrs. Petty (@NICKIMINAJ)
November 9, 2019
Minaj went on to speculate that Instagram is hiding likes in order to manipulate what posts users see in their feed, regardless of how much engagement posts are getting.
Minaj apparently referred to the well-documented phenomenon of YouTube view counts fluctuating after videos are posted, which can happen when YouTube determines views come from bots or other fraudulent sources.
And who do you think is controlling those numbers? so that influencers can be out here โinfluencingโ ppl to LIKE all the new stuff they bout to do? They gotta get yโall on board to spread the word. Just like how YouTube can take away or add a million views @ any given moment ๐ https://t.co/7Bqz0QbRvI
โ Mrs. Petty (@NICKIMINAJ)
November 10, 2019
Rapper Juicy J predicted backlash against the change, tweeting that he expects people to leave Instagram and go "back to real life."
Instagram is getting rid of the โlikesโ๐ time to go back to real life ๐๐๐ niggaz finna spazz
โ juicy j (@therealjuicyj)
November 9, 2019
Cardi B took to Instagram to protest the feature, arguing that removing likes wouldn't make Instagram any less toxic because "the comments affect more than the likes."
next slide will load in 15 secondsSkip AdSkip AdRapper Rico Nasty said the decision to hide likes will "kill Instagram."
Damn they really gonna kill Instagram how they did MySpace .... what a time yโall see yโall on the new app ๐๐
โ TACOBELLA (@Rico_nastyy)
November 10, 2019
But some people view the decision to hide likes as a good thing, including Kim Kardashian West.
"As far as mental healthโฆ I think taking the likes away and taking that aspect away from [Instagram] would be really beneficial for people," Kardashian West said during The New York Times DealBook conference last week.
Tracee Ellis Ross also voiced support for removing likes, stating that the like count "has adverse effects. It creates a culture that isn’t helpful for wellbeing and isn’t fruitful for creative energy.”
And some influencers have argued that the number of likes on a post is irrelevant compared to other metrics like follower counts and impressions.
Karen Civil, a social media strategist, made the case that influencers shouldn't pay too much attention to how many likes their posts get.
What sounds more impressive as a business:
I paid for an ad and the post has a reach of 10k followers and was shared 500 times and lead to 320 clicks on the link in the influencer bio
Or:
I paid for an ad and it got 9,000 likes.#CivilChat
โ Karen Civil ๐ญ๐น (@KarenCivil)
November 9, 2019