Likes, along with DMs and follows, are one of the unofficial currencies of social media. They tell you how popular a post is, who’s seen it, and whether it’s resonating. But if you’ve ever wanted to hide them away like a stash of cash in an old box under your bed, great news: You can.
How to Hide Likes on Instagram
The option to hide public likes on Instagram and Facebook was officially launched in May 2021. Here’s the reasoning behind it, straight from Meta:
We tested hiding like counts to see if it might depressurize people’s experience on Instagram. What we heard from people and experts was that not seeing like counts was beneficial for some, and annoying to others, particularly because people use like counts to get a sense for what’s trending or popular, so we’re giving you the choice.
When you hide public likes, you’re not removing them from your Instagram post — you’re only hiding the count. Users can still click the like button and see which users double-tapped the post.
If you want to hide your likes, the good news is it’s really simple to do.
For a post that’s already live: Hit the three dots in the top right corner and select “Hide like count to others.”
For a new post, scroll down to “More Options,” then keep scrolling until you see “Hide like count on this post.” Toggle it on, and that’s it — your likes are now flying under the radar.
When to hide likes on a post
When is it a good decision to hide your Instagram likes? If you’re looking for answers, here are some situations where it makes sense to hide your likes.
When likes create pressure or anxiety
According to the National Library of Medicine, “…the use of social networks is strongly correlated with the development of anxiety and other psychological problems such as depression, insomnia, stress, decreased happiness, and a sense of mental deprivation.”
It’s the toughest part of being online, and while it’s easier said than done, there is no reason to let Instagram cause your mental health to suffer.
If you feel post anxiety (that sense of cringe after sending something live) or you find yourself obsessively checking the app for notifications, hiding likes might help you stop overthinking engagement.
When you want people to focus on your content (not how popular it is)
In some cases, hiding likes helps redirect attention where it actually belongs: on your content. By removing the social proof bias, you invite people to connect with your post on its own merits (not its numbers).
Without that public “engagement scoreboard,” viewers are more likely to focus on:
- The story you’re telling
- The message behind your post
- The product or offer you’re showcasing
- Your brand and what it stands for
This approach is especially helpful for accounts that are still building visibility and credibility, where the quality of the content should speak louder than the number of likes.
When you’re testing new content types
Hiding likes is also a smart move when you’re experimenting with formats or exploring a new direction. Early engagement on unfamiliar content can feel unpredictable, and sometimes those numbers don’t accurately reflect whether an idea has real potential.
By turning off like counts, you give yourself space to experiment without the pressure of public performance. Plus, it leaves room for your audience to react without being influenced by how many likes they think a post “should” have.
(BTW, trial reels are another great way to test new content formats.)
When your followers have fluctuated, or you’re coming back from a hiatus
If your audience size has shifted or you haven’t posted in a while, your engagement rate won’t be off the charts right away. That’s normal, but it can feel discouraging or misleading to anyone viewing your posts through the lens of likes.
Hiding likes gives you room to build momentum without the pressure of comparison. It lets you ease back into posting, reconnect with your audience, and focus on sharing content that feels right, rather than content you think will “perform.”
So, if you’re switching niches or revamping your brand, take likes out of the spotlight. Content quality and consistency matter more than the numbers that show up on day one.
ICYMI: You Can Also Turn Off Comments
Instagram also allows you to turn off comments on a post. This feature is handy in situations where sensitive or potentially controversial news is being shared.
If you’re posting about something that typically invites hot takes — life decisions, relationships, parenting, career news, personal milestones — hiding comments can help you hold on to your sanity. Or, if your account attracts trolls, this can also be a good choice.
Taylor Swift has been hiding comments on her posts since the feature became available, but she still gets plenty of engagement with her posts since she’s an international pop star.
How to turn off Instagram comments
If you want to turn off Instagram comments for a post, hit “More Options,” then toggle on “Turn off commenting.”
FYI: While it works for Taylor Swift, the rest of us should use this feature lightly. Comments signal to the algorithm that your content is starting a conversation, which helps its chances of being seen by more users.
If you’re getting a flood of comments, and that’s why you’re tempted to turn them off, don’t. Automate with Manychat instead. Learn more: How to Set up Automatic Bot Comments for Instagram.
Make Instagram Work For You (Not the Other Way Around)
Your account, your rules. If hiding likes helps you focus on creating instead of performing, don’t hesitate to hit that toggle.
In the mood to keep optimizing your Instagram game? Explore more resources below:
- Carousel, Reel, or Feed Post? When to Use Each Instagram Content Format
- Stop Guessing: Here’s Exactly When to Post on Instagram
- Instagram Keywords 101: How to Use Automation to Drive Engagement, Leads, and Sales
✋ Frequently Asked Questions (FAQs)
1. Will hiding likes hurt my engagement or reach?
No. Hiding likes doesn’t directly impact how your content is ranked or distributed. Instagram’s algorithm continues to prioritize watch time, saves, comments, and shares. If anything, creators often post more confidently and consistently after removing the pressure of public metrics, which can lead to improved reach over time.
2. Should I hide likes on every post or only certain ones?
There’s no universal rule for this (unless you’re Taylor Swift). Many creators choose to hide likes only on test content, personal posts, or posts where early engagement might send the wrong signal. If you’re unsure, experiment — you can toggle likes on and off at any time. What matters is reducing friction and anxiety so you keep posting consistently.
3. If I hide likes or comments, how can I still encourage engagement?
Even with likes hidden, you can encourage engagement by:
- Asking a direct question in your caption
- Running comment-triggered automations via Manychat
- Building interactive Stories that drive DMs
For more ideas, check out Want More Likes, Comments, and Shares? Try These Instagram Engagement Strategies
