There has been much speculation recently over whether Facebook is planning to remove the like button from its platform. The like button, which allows users to show approval or support for posts and other content, has become one of the most iconic and recognizable features of Facebook since it was introduced in 2009. However, in recent years it has also faced mounting criticism and scrutiny over its potential negative impacts on users’ mental health and overall wellbeing. This has led some experts and commentators to suggest that Facebook could remove or drastically change how the feature works in the future. Here we will examine the key facts, rumors, and opinions around this issue and assess how likely it is that Facebook will actually get rid of likes.
Background on the like button
The like button was first introduced by Facebook in February 2009 as a relatively simple feature to allow users to interact with content on the platform in a positive way, without having to leave a full comment. It quickly became popular among users and has since expanded to other Facebook-owned services like Instagram. On average, there are reportedly over 5 billion likes generated daily across Facebook and Instagram. The feature is designed to provide social validation and approval, release dopamine in the brain when liked content is posted, and help spread content wider throughout users’ networks and the platform’s algorithms.
Criticisms and concerns over the like button
In more recent years, however, the ubiquity of the like button on social media has led to increased criticism and calls for its removal or modification:
- It can negatively impact mental health and lead to addictive social media usage, as users constantly seek validation through likes.
- It contributes to inflated self-presentation and comparing oneself to others with seemingly “better” lives.
- Services like Facebook have been accused of purposefully making likes addictive to increase engagement and ad revenue.
- Removing public like counts could reduce competitiveness and social pressure among users.
- Younger users may be particularly susceptible to basing self-worth on online approval.
Some experts argue liking should be made private or removed entirely to improve user wellbeing.
Moves by other platforms
In response to such concerns, other major social media platforms have already hidden or removed public like counts:
- Instagram began testing hiding like counts in 2019 and has since made this permanent for some users.
- YouTube removed public dislike counts in 2021 after creators complained of harassment.
- Twitter has never had a native like button, focusing on retweets and comments for engagement.
Their actions have added to speculation Facebook itself could be next to make a change.
Rumors and news around Facebook removing likes
So is Facebook actually planning to remove likes? While nothing is confirmed yet, there have been growing rumors and some concrete steps by the company that suggest a change could happen:
Industry rumors
– In September 2021, The Verge reported industry rumors that Facebook was exploring hiding like counts in response to negative comparisons between Instagram and TikTok.
– Company insiders stated such a major change was being seriously discussed internally.
– It wasn’t clear if Facebook would hide likes from users, others, or public API access.
Facebook’s own research
– In 2021, internal Facebook research was leaked showing over 30% of teen girls said Instagram worsened body image issues.
– In response, Head of Instagram Adam Mosseri said they were exploring removing likes as an option to reduce pressure.
Initial test rollout
– In September 2021, Facebook began rolling out a small global test of hiding public like counts on the platform.
– Users could still see who liked their own posts through notifications.
– The test was opt-in and intended to “understand if this change will improve people’s experiences.”
Recent platform updates
In 2022 and early 2023, Facebook has made other changes that continue suggesting a broader shift away from likes:
– Reels now uses view counts instead of likes for engagement.
– The main app has begun testing showing reactions instead of like counts.
– Facebook is placing more emphasis on meaningful comments and sharing over simple likes.
Will Facebook actually remove likes?
Given the direction of recent changes and industry discussion, it seems plausible that Facebook could remove or at least hide public like counts more broadly across its platforms. However, there are also counter-arguments for why likes may remain:
Potential benefits
– Likes are deeply embedded in Facebook’s apps and algorithms – removing them risks significant user engagement drops.
– People genuinely enjoy liking content and getting likes – drastically changing this would upset many users.
– If done voluntarily, hiding likes puts power in users’ hands versus forcing change.
– Improving recommendation algorithms could reduce negative social comparing from likes.
Business incentives
– Likes help drive vital engagement and ad revenue – Facebook may resist changes that threaten its business model.
– Platforms rely on likes for data collection and targeting ads based on interests.
– Facebook wants to avoid appearing reactive compared to proactive competitors.
– Major changes will face scrutiny from investors and shareholders.
Implementation challenges
– Technologically, likes are baked into Facebook’s codebase – removing them completely poses engineering obstacles.
– Hiding likes only visually could allow third-party services to still track them.
– Users often demand transparency and control – forced universal changes risk backlash.
– Gradual, iterative testing is easier than sweeping platform-wide changes.
Expert opinions on the likelihood of Facebook removing likes
Technology analysts and social media experts have weighed in with differing opinions on how likely Facebook is to actually get rid of likes:
Unlikely or moderate likelihood
– Industry analyst Neil Mawston estimates only a 15% chance Facebook removes likes, given business disincentives.
– Insider Intelligence’s Debra Williamson suggests Facebook will take a “slow approach” to evolving engagement metrics.
– Creative Strategies’ Carolina Milanesi believes Facebook will instead work to “re-educate users” on their relationship with likes.
– Recode’s Peter Kafka thinks technical challenges make a full removal unlikely, but hiding public counts is plausible.
Highly or moderately likely
– Analyst Josh Constine predicts Facebook will first hide likes from others, then eventually phase them out entirely.
– CNBC’s Jennifer Elias says growing public and regulatory pressure makes removing likes inevitable for Facebook.
– Market research firm eMarketer argues Facebook has strong incentives to be proactive in improving user wellbeing.
– Creative Strategies’ Ben Bajarin believes Facebook is “absolutely serious” about rethinking engagement, including likes.
Potential impact if Facebook removed likes
If Facebook did roll out broader changes to likes across its platforms, what could the ramifications be?
User engagement
– Engagement could drop initially but recover as people adapt to new feedback modes like reactions and comments.
– User session length and time spent per day on the platform may decrease without the dopamine hit of likes.
– More active commenting could increase meaningful engagement between connections.
– New metrics like view counts or bookmarks could become alternative signals of popularity.
User wellbeing
– Studies show removing likes can moderately improve wellbeing by reducing social comparison.
– Users may feel more comfortable posting freely without worrying about like counts.
– Mental health benefits depend on whether users find other ways to compare themselves.
– People who enjoy likes may feel frustrated or disconnected without clear positive feedback.
Advertising & business model
– Ad effectiveness may decline if engagement drops substantially after removing a key incentive.
– Facebook will need to closely monitor click-through rates and conversions on promoted content.
– New engagement metrics would be emphasized for demonstrating value to advertisers.
– Facebook’s stock price could face short-term pressure as investors question impact.
– Transition period will require educating advertisers on reaching audiences without likes data.
Competitive landscape
– Removing likes could set Facebook apart in addressing user wellbeing concerns.
– But other platforms like Instagram, Twitter, and YouTube provide engagement without likes.
– TikTok’s rapid growth demonstrates viability of video feeds without public likes.
– If successful long-term, Facebook’s changes could spur industry-wide shift away from likes.
– But competitors could use Facebook’s uncertainty as opportunity to gain ground.
Conclusion
While nothing is confirmed yet, Facebook appears to be seriously considering removing or at least hiding public like counts, given growing criticism, user wellbeing concerns, platform changes signaling a shift away from likes, and mounting industry discussion of such a move. But major business incentives, technical challenges, and potential user engagement drops present obstacles to fully removing likes. More realistically, Facebook may continue running small-scale tests of hiding like counts or replace likes with other engagement metrics gradually over time. While the exact form it takes is unclear, Facebook pivoting away from its iconic like button in some way looks increasingly likely in response to current social media trends and pressures. But the potential user experience and business impacts require careful consideration as Facebook determines the future of likes.