How do hidden likes in Instagram affect Metrics in Influencer Marketing?

When creators choose to hide their likes from their audience, certain metrics on Influencer Marketing profiles may appear skewed due to API restrictions. This happens because engagement rate calculations exclude hidden like counts. As a result, for creators who hide their likes, the engagement rate is based solely on comments, leading to a lower engagement rate.

Where to See Hidden Likes Indicators

If a creator hides likes on their Instagram posts, you’ll see indicators in these areas of their Influencer Marketing profile:

1. Overview Tab

   • In the Social Platforms section of the Overview tab, a banner will appear on the Instagram card.
     
2. Analytics Tab
   • Navigate to the Content Health section within the Analytics tab. If a creator has hidden likes, a banner will display this information.
     
3. Post Modal
   • For individual Instagram posts, a badge will appear at the top of the right pane in the post modal. This badge helps explain any irregularities in the engagement rate.

Hidden Likes on Instagram

Creators can hide likes and view counts on Instagram in two ways:

1. Hiding Likes for All Feed Posts

   • Creators can enable the Hide Like and View Counts option in their Instagram account settings to hide this data on all feed posts.

2. Hiding Likes for Specific Posts

   • Creators can hide likes and view counts on individual feed posts. Before publishing, they can go to Advanced Settings and enable the Hide Like and View Counts on This Post option.

When likes and view counts are hidden, only the creator can see this data. Their audience and partners—including those accessing the information through the official API—will not have visibility. Instagram introduced this feature to give users more control over their experience.