| Hey all, it's Sarah Frier. Instagram executives spent 2019 telling the world they were prepared to make big, product-altering sacrifices for our mental health. In several media interviews, Instagram head Adam Mosseri said the business would test removing "like" counts on the app even if it was bad for business, because it was important for users' well-being to make the app less of a competition. "It can sometimes feel like a popularity contest," he told NPR. Now we're well into 2021, and likes are still the default on Instagram. The Facebook Inc.-owned photo sharing app is still manufacturing a global popularity contest, and it's probably going to stay that way. On Wednesday, Instagram announced that the app's latest test, also set to run on Facebook's main social network, will keep likes and simply let users hide them if they want to. It's a step back from executives' bold proclamations in 2019. "Some people found that not seeing like counts made them feel less pressure," the company explained in a statement, "but a good deal still wanted to see like counts so they can track what's trending and popular." Likes (and number of comments, and follower counts) are the currency of Instagram. With each post, the app's users get a score telling them what worked and what didn't, helping them understand what's worthy of sharing next time. The metrics have altered human behavior, encouraging us to seek out Instagrammable experiences, outfits, home decor and meals. They're also key ingredients in Instagram's algorithm, signaling what's important enough to be boosted to a broader audience. Telling people they can hide likes is like telling people they can choose not to look at how much money they have in their bank account, or the grade they got on a test. They're going to be anxious knowing, but they're also going to be anxious not knowing. The number is there either way. Instagram still wants to frame the new option as something they are doing for the good of the people. "We will make decisions that hurt the business if they help people's well-being," a spokesperson said Thursday. But letting people hide likes may be good for Instagram, too. As we obsess about likes and followers, the company is obsessing about boosting our time spent on the app. In 2019, the company theorized that if there was less pressure on the app, people might post more often, according to CNBC. Instagram is crafting the right image about the test, but the numbers still matter. —Sarah Frier | 
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