By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Marketing In AsiaMarketing In Asia
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
    Marketing
    This category deals with best news and updates on marketing and branding news and events.
    Show More
    Top News
    Orient Electric Launches New TVC Featuring MS Dhoni to Promote Energy-Efficient
    2 days ago
    sustainable living
    How Social Media Influencers are Changing the Game for Sustainable Living
    5 days ago
    Eyewear fashion
    See Clearly in Style: The Best Eyewear Brands in India
    5 days ago
    Latest News
    Canadia Bank Launches New Mobile Banking App with Tencent Cloud International’s Support
    21 hours ago
    Paytm Launches New Technology Platform to Promote Digital Payments in India
    2 days ago
    Croma Partners with Gujarat Titans as Official Electronics Partner for IPL 2023
    2 days ago
    Happiest Minds Technologies Announces Global Partnership with Pimcore for Digital Transformation
    2 days ago
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
    Startup
    News and articles from startup and venture investment world
    Show More
    Top News
    Non-GAAP Accounting: The Misleading Financial Metrics Used By Companies
    Non-GAAP Accounting: The Misleading Financial Metrics Used By Companies
    4 weeks ago
    electric two wheeler
    From Shark Tank India to Nashik: The Rise of Revamp Moto’s Electric Two-Wheelers
    4 weeks ago
    Travel now pay later
    “Travel Now Pay Later” with SanKash: Financing Options for Your Dream Vacation
    2 weeks ago
    Latest News
    Rankings, Reform and Reflection
    2 days ago
    Revolutionizing Sustainable Transportation: CHARGE+ZONE’s High-Speed Charging Network
    1 week ago
    Uncovering the Domino Effect: How the Silicon Valley Bank (SVB) Collapse Could Trigger a Start-up and Stock Market Meltdown
    2 weeks ago
    Nexus Venture Partners Raises $700 Million Fund to Invest in AI, Fintech and Consumer Startups
    4 weeks ago
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
    Business
    News and press releases from business world of Asia
    Show More
    Top News
    Protecting Workers, Not Jobs: Singapore's Innovative Approach to Employment
    Protecting Workers, Not Jobs: Singapore’s Innovative Approach to Employment
    2 days ago
    Lush Launches Super Mario Bros. Movie-Inspired Collection
    Lush Launches Super Mario Bros. Movie-Inspired Collection
    2 days ago
    Happiest Minds Technologies Announces Global Partnership with Pimcore for Digital Transformation
    2 days ago
    Latest News
    Walt Disney Company Starts Layoffs, 7,000 People to Lose Jobs
    20 hours ago
    Introducing John McDuling: The Newly Appointed Editor-In-Chief Of Scire
    2 days ago
    WPP’s Wunderman Thompson Appoints Hasan Hasnie, Geoff Smeaton, & Nicholas Yeam To Regional Leadership Team
    2 days ago
    Silver Generation Embracing E-Commerce & Online Entertainment In Singapore
    2 days ago
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
    Society
    News and articles from and for societies around us
    Show More
    Top News
    levi's
    Meet Levi’s New AI-Generated Models – The Future of Fashion is Here!
    5 days ago
    ChatGPT 1
    Say Hello to ChatGPT, the AI-Powered Travel Adviser That Creates Personalized Itineraries
    6 days ago
    stress-free travel
    Travel Without Any Fears: Yatra.com’s Campaign Offers a Unique and Valuable Feature for Customers
    7 days ago
    Latest News
    Rankings, Reform and Reflection
    2 days ago
    Mastering the Art of Employee Branding: Key Strategies for Employers and Job Seekers
    5 days ago
    See Clearly in Style: The Best Eyewear Brands in India
    5 days ago
    The Difference Between Natural and Organic Skincare Products
    5 days ago
  • Stories
  • Videos
    • Videos Gallery
    • The Opinion Scout
    • Step By Step with Azleen
    • Market Masters Series
Search
Technology
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
Other Pages
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Startup Register & Login
  • Disclaimer
  • Terms of Service
  • Privacy Policy
© 2023 Marketing In Asia Sdn Bhd. All Rights Reserved.
Reading: Losing The Instagram “Likes”: Why Brands And Influencers Should Have No Fear
Share
Sign In
Notification Show More
Latest News
Ramadan 2023: OYO Announces A Special Scheme To Reward Travellers In Malaysia
Ramadan 2023: OYO Announces A Special Scheme To Reward Travellers In Malaysia
Press Release
ONDC Enters Mobility Sector with Open Mobility Initiative
Open Category
Society Pass Inc (Nasdaq: SOPA) Reports Compelling 4Q 2022 and FY 2022 Financial Results
Society Pass Inc (Nasdaq: SOPA) Reports Compelling 4Q 2022 and FY 2022 Financial Results
Press Release
CleverTap Gaming Unveiled At GDC 2023
CleverTap Gaming Unveiled At GDC 2023
Press Release
Walt Disney Company Starts Layoffs, 7,000 People to Lose Jobs
Business News
Aa
Marketing In AsiaMarketing In Asia
Aa
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Startup Register & Login
Search
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
  • Stories
  • Videos
    • Videos Gallery
    • The Opinion Scout
    • Step By Step with Azleen
    • Market Masters Series
Have an existing account? Sign In
Follow US
© 2023 Marketing In Asia Sdn Bhd. All Rights Reserved.
Marketing In Asia > Blog > Business > Feature Stories > Losing The Instagram “Likes”: Why Brands And Influencers Should Have No Fear
Feature Stories

Losing The Instagram “Likes”: Why Brands And Influencers Should Have No Fear

profile
Last updated: 2019/12/12 at 12:00 AM
Editorial Team
Share
4 Min Read
losing-the-instagram-“likes”:-why-brands-and-influencers-should-have-no-fear
SHARE

Author, Yuval Ben-Itzhak

Earlier this year Instagram, the most engaging social media platform for brands and influencers, began experimenting with hiding the public “like” count on posts. According to Instagram head Adam Mosseri, the rationale behind this change is to “reduce anxiety and social comparisons” on the platform. 

This change left many brands and influencers in a reel as likes have traditionally been a really simple way to measure engagement and therefore success on social. 

Both brands and influencers have long seen likes as a validation that their community is engaged and their content is appealing, but in the age of bots and bought followers the “like” has lost some of its validity. The influencer market has exploded over the last few years and is expected to grow to a $6.5bn industry by 2020 and the issue of influencer marketing fraud is only increasing. According to a report from Cheq, fraudulent activity is costing advertisers $1.3 billion this year, so depending on “vanity metrics” such as likes will no longer cut it. The brands who have built successful influencer marketing campaigns understand that in today’s digital world, it’s community management and engagement with the fanbase that results in success, not superficial likes.  

So if brands and influencers are no longer measured by likes, what’s next? Simple, they will have to work more smartly to make sure they are managing their communities and their content is being interacted with in meaningful ways. When brands pick out an influencer to work with, instead of looking at the number of likes the influencer typically gets on their content, they need to look more closely at that influencer’s community and how well it overlaps with the interests of the brand’s audience. Only by understanding the personas within their own audience can they select an influencer whose content will resonate and bring much-needed authenticity. 

So even without likes, all is not lost. Instagram Stories have no public metrics and that hasn’t stopped them from becoming a firm favourite with brand marketers. Realistically likes are just one of many metrics used to measure and compare success on Instagram. From the number of comments, number of existing followers and acquired followers, there are plenty of other success barometers brands and influencers should use. Don’t forget that profile owners will still be able to see their own likes, it is only their followers who will now not be able to see how many likes there are for certain piece of content.

All in all, the loss of the like is no cause for alarm. The brands and influencers that have been working on building and managing a strong social media community should just keep doing what they’re doing. What the loss of the like does mean, however, is that it will now be harder for them to hide behind vanity metrics. They will need to put more time and effort into three key areas – understanding their communities, creating content that engages those communities and developing more meaningful metrics to measure their progress.

Yuval Ben-Itzhak is leading the innovation at Socialbakers as CEO

You Might Also Like

How Social Media Influencers are Changing the Game for Sustainable Living

FirstCry.com taps KlugKlug for efficient influencer marketing solutions

Revolutionize Your Content Strategy with Personalized Marketing Techniques

One Impression Raises $10 Million in Series A Funding Led by Krafton

7 Strategies for Building Influencer Relationships

Get Latest Job Updates on Whatsapp and Telegram
SCIKEY Logo
Whatsapp
Telegram
TAGGED: influencer marketing

Sign Up For MIA Newsletter

Be keep up! Get the latest updates about the Marketing world delivered straight to your inbox.

    By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
    Editorial Team December 12, 2019
    Share this Article
    Facebook Twitter LinkedIn Email Copy Link Print
    Share
    What do you think?
    Love0
    Happy0
    Joy0
    Surprise0
    Sad0
    Angry0
    Cry0
    Previous Article youtube-malaysia-rewind-2019 YouTube Malaysia Rewind 2019
    Next Article 5-tip-untuk-membina-perniagaan-online-yang-berjaya 5 Tip Untuk Membina Perniagaan Online Yang Berjaya
    Leave a comment Leave a comment

    Leave a Reply Cancel reply

    You must be logged in to post a comment.

    Follow US

    8k Followers Follow
    3.3k Followers Like
    1.1k Followers Follow
    178 Followers Follow
    123 Subscribers Subscribe

    Latest News

    Ramadan 2023: OYO Announces A Special Scheme To Reward Travellers In Malaysia
    Ramadan 2023: OYO Announces A Special Scheme To Reward Travellers In Malaysia
    Press Release 17 hours ago
    ONDC Enters Mobility Sector with Open Mobility Initiative
    Open Category 17 hours ago
    Society Pass Inc (Nasdaq: SOPA) Reports Compelling 4Q 2022 and FY 2022 Financial Results
    Society Pass Inc (Nasdaq: SOPA) Reports Compelling 4Q 2022 and FY 2022 Financial Results
    Press Release 18 hours ago
    CleverTap Gaming Unveiled At GDC 2023
    CleverTap Gaming Unveiled At GDC 2023
    Press Release 18 hours ago

    You Might also Like

    sustainable living
    Marketing

    How Social Media Influencers are Changing the Game for Sustainable Living

    5 days ago
    Firstcry
    BusinessMarketing

    FirstCry.com taps KlugKlug for efficient influencer marketing solutions

    7 days ago
    Content marketing
    MarketingResearch

    Revolutionize Your Content Strategy with Personalized Marketing Techniques

    2 weeks ago
    funding
    MarketingNews

    One Impression Raises $10 Million in Series A Funding Led by Krafton

    2 weeks ago
    //

    Get Asia to Notice You

    Quick Link

    • Contact
    • RSS Terms of Service
    • Policies & Standards
    • About Us
    • FAQ
    • Disclaimer
    • Terms Of Service
    • Privacy Policy

    Top Categories

    • Marketing
    • Startup
    • Feature Stories
    • News
    • People
    • Inspiration

    Sign Up for Our Newsletter

    Subscribe to our newsletter to get our newest articles instantly!

      Marketing In AsiaMarketing In Asia
      Follow US

      © 2023 Marketing In Asia. All Rights Reserved.

      • Disclaimer
      • Terms of Service
      • Privacy Policy
      en English
      ar Arabiczh-CN Chinese (Simplified)en Englishtl Filipinohi Hindiid Indonesianja Japaneseko Koreanms Malayvi Vietnamese
      Join the growing tribe of Marketing In Asia!

      Subscribe to our newsletter and never miss our latest updates, news, videos, podcasts etc..

        Zero spam, Unsubscribe at any time.

        Removed from reading list

        Undo