How should brands measure success on Instagram if ‘likes’ are no longer relevant?

THE DRUM – 02/09/2019

Emily and Sarah Hamilton

Likes are one of the most recognizable elements of social proof, and a core element to engagement metrics for brands.
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You have probably heard the news. In July, Instagram announced their test of hiding “likes” on posts just expanded to more markets around the globe, including Australia. Instagram says the reason for the new feature is to have users concentrate on their posts and interacting with the app, rather than likes.

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