A key element behind Facebook’s success and reputation, Like is now threatened with extinction. Why this sudden turnaround on the part of the social networking giant and what are the consequences for users ? We take stock with you in this article !
Towards a healthier use of social networks
There’s a lot of unrest in the social media world after the announcement that the Like feature on Facebook and Instagram is likely to disappear in the coming months. After a first successful experience in Australia on Facebook, a test phase on Instagram started in Canada has just been extended to 6 more countries.
In fact, it will no longer be possible to know the exact number of likes collected by a publication, nor the views under a video. From now on, users will have to make do with emoticons, accompanied by the names of a few users in their network.
Why such a change ? In recent years, the main social platforms have become the scene of a frenzied race for likes, leading to increasingly narcissistic, jealous and even self-censoring behaviour on the part of some users, for fear that their publications will not meet the success hoped for by their authors. Moreover, a study by the RSPH (Royal Society for Public Health) conducted among more than 2000 people, concluded that Like was undeniably the number one factor in the toxicity of social networks.
What impact for influencers ?
This announcement did not fail to provoke a strong reaction from the community of influencers, who are already denouncing the future impossibility of measuring the scope of their publications. In reality, this will not be the case, since the authors of the posts will always be able to consult the exact number of likes collected.
On the other hand, this measure will finally allow the sanctioning of false influencers, whose community was built on the purchase of a number of likes and followers. It will therefore now be impossible for them to continue to deceive users with publications displaying exorbitant numbers of likes, which until now led to the assumption of their legitimacy and the importance of their community.
This is a godsend for real influencers who have built their community honestly, who will then be able to gain more exposure by not missing any more opportunities in the face of fraudulent profiles.
What about the advertisers in all this ?
For brands integrating influence marketing into their media strategy, this is an opportunity to gain a clearer vision of which influencers will be most likely to truly reach their targets. It’s a way to get back to the sources of what is the essence of influence marketing : quality and attractive content.
With this large-scale test phase, Facebook is giving itself time to decide on this change of direction, which is truly changing the habits of users as well as the world of social media in general.
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