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Some Instagram users will soon see the number of "likes" disappear from their publication, while the social media platform is hiding the account to create a "less pressurized environment."
Adam Mosseri, head of Instagram, announced the experiment Tuesday at the annual F8 developer conference organized by the parent company of the application, Facebook.
"We want people to worry a little less about the number of tastes they get on Instagram and spend a little more time communicating with the people they care about," he said. according to a video uploaded to YouTube by Time Magazine.
In a blog post cited by Bloomberg, Facebook said the test would run "later this week" in Canada.
According to the social media giant, the goal is to change the way users view messages, paying more attention to visual content, rather than generating positive feedback.
"We are testing this because we want your subscribers to focus on the photos and videos you share, not the number of likes they receive," he said.
Jane Manchun Wong, a Hong Kong-based engineer who describes himself on Twitter "Discovering new features, security loopholes and codes for fun" apparently discovered the upcoming tests in mid-April.
"Instagram is trying to hide itself as a number vis-à-vis the public," she writes in a tweet accompanying the screenshots of the feature.
During his presentation in F8, Mosseri described the latter as "similar private accounts".
"You can see who liked a photo or a video, you can access it and if you have the time, you can add everything yourself," he explained, adding that the owner of a message could see the number of comments received, "But only if they ask."
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