The impact of removing Instagram “likes” on brands and influencers

INMA – 07/08/2019

Lorna White – P&G Senior Activation Executive

The Instagram platform is a mobile-first app, and more than 60% of its users access the platform daily. With a shoppable functionality built seamlessly into the feed, it can be an invaluable advertising platform for brands to reach desired audiences. Instagram is also successful because of the power of influencers and their reliance on the platform to engage with their loyal followers, including partner advertising brands.

Therefore, the news that Instagram is trialing the removal of “likes” — its current currency — has caused a lot of discussion in the industry.

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