The Facebook like button has become one of the most iconic features of the social media platform since its introduction in 2009. With over 2.8 billion monthly active users on Facebook, the like button allows users to show their appreciation and support for content in a simple one-click interaction. But where did the ubiquitous thumbs up symbol come from and how has it evolved over time?
The Origin of the Like Button
The idea for a like button on Facebook was first conceived in the summer of 2007. At the time, Facebook allowed users to comment on and share posts but there was no way to easily show your appreciation without leaving a comment. The Facebook product team including Leah Pearlman, Justin Rosenstein and others began thinking about ways to add a lightweight interaction that took less effort than writing a comment.
The team explored various options like a star rating system, heart symbol, or +1 button similar to what Google would later introduce. But they eventually settled on the thumbs up for its simplicity and universality as a symbol of approval. The familiar hand shape could translate across countries and cultures more easily than something like a heart symbol which can have different meanings in different contexts.
In February 2009, Facebook began testing the like button by rolling it out to a small percentage of users. When they saw an uptick in engagement, especially on photos, they knew they were onto something big. The like button was officially launched for all Facebook users in September 2009.
Rapid Growth and Evolution
The debut of the like button led to rapid growth in engagement on Facebook. According to a study by HubSpot, the average number of likes per post grew from around 10 in 2009 to over 100 in 2019. And the total number of likes across the platform jumped from 1 billion a day to 5 billion a day in less than 2 years.
Here is a table showing the dramatic increase in Facebook likes:
| Year | Average Likes per Post | Total Daily Likes Across Facebook |
|---|---|---|
| 2009 | 10 | 1 billion |
| 2011 | 40 | 3.5 billion |
| 2019 | 100 | 5 billion |
As likes became a key metric for measuring engagement, Facebook gave users more ways to express themselves with reactions in 2016. Users could now choose reactions like Love, Haha, Wow, Sad, and Angry to share a wider range of emotions beyond liking a post.
Monetizing Likes
With likes becoming an important signal of popularity and engagement, Facebook eventually began exploring ways to monetize them. In 2010, Facebook launched its Like button social plugin which websites could add to earn likes from Facebook users.
Here are some key milestones in Facebook monetizing likes:
- 2010: Like button social plugin launched for websites to get likes from Facebook users
- 2011: Sponsored stories ads launch, letting pages pay to promote likes and comments
- 2012: Facebook begins selling “Promoted Posts” – paid posts to boost engagement
- 2013: Graph Search launched, using likes and interests to customize search results
- 2017: Facebook reactions added as options for sponsored content
These products allowed advertisers and publishers to leverage likes to reach more users and grow their audience on Facebook. However, critics argued Facebook was turning genuine expressions into paid or promoted content.
The “Like”-Hate Relationship
As likes became a core part of the Facebook ecosystem, some unintended consequences began to emerge. Numerous studies found that likes can become addictive and make people crave external validation through vanity metrics. Being obsessed with likes could negatively impact mental health and body image issues among teens.
There were also concerns about how likes can contribute to filter bubbles and echo chambers. When people only see posts and news that reinforce their existing views, it can increase polarization and erode diversity of thought.
In response to these concerns, Facebook began downplaying likes in 2019. Likes were hidden from public view, removing some social pressure associated with them. But users could still see how many likes their own posts were getting as a form of feedback.
Instagram Hides Likes
Facebook-owned Instagram took hiding likes a step further starting in 2021. Now when users scroll through their feed or view profiles, they don’t see like counts at all. You can only see the likes on your own posts.
The goal was to have users focus less on arbitrary metrics and more on sharing experiences. But influencers and businesses who rely on likes for income were not thrilled with the change. So the evolution of how likes are displayed remains a controversial issue.
The Future of the Like Button
While likes are no longer shown publicly across Facebook, the Like button remains a key part of online interactions. And it has become ubiquitous beyond just Facebook. YouTube, Twitter, Instagram and most social media platforms have their own version of liking content.
It seems that for the foreseeable future, the like button will continue providing an easy way for billions of users across the internet to signal their approval and appreciation. Though hopefully with less emphasis on quantifying self-worth through empty metrics. Used responsibly, likes can connect people and spread positivity.
Conclusion
The history of Facebook’s like button shows how a simple interaction can dramatically shift online behavior. What began as an experiment in 2009 has turned into one of the internet’s most instantly recognizable icons. And along the way, it changed how social media is designed and used.
But the ubiquity of the like brought unanticipated consequences as well. As likes became a social currency, it impacted mental health and contributed to filter bubbles. Facebook’s decision to hide public like counts was an effort to rectify some of these downsides.
Going forward, the like button is sure to continue evolving. Though it may become less prominent, this iconic symbol has already left an indelible mark on online communication and engagement.