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Effects of Instagram removing likes in Italy 2019, by sector

After the decision made by Instagram to hide the number of likes on its posts, influencers and social media users have been discussing on the impact that such choice might cause. In order to find it out, the number of Instagram interactions concerning the most popular categories on the social network was analyzed before and after the removal of likes. Surprisingly, the sectors fashion and beauty registered an increase in the number of likes, growing by 6.33 percent and 3.2 percent, respectively. By contrast, a decrease of about 1,700 likes was recorded for the category Accessories. The food sector experienced a negative trend, too.

Engagement on Instagram before and after likes removal in Italy in 2019, by sector and number of interactions*

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Release date

January 2020



Survey time period

May 15, 2019 to July 15, 2019 and September 25, 2019 to November 25, 2011

Supplementary notes

*For the purposes of the present statistic, 200 posts with the highest engagement per each category were selected.

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