Product design question

What data points or metrics might have made the Product team at Instagram to hide the number of likes from posts for viewers and show it only for creators?

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What this question tests

Ability to reason backward from a real product decision to the data and metrics that likely justified it.

How to approach it

  1. State the likely goal behind hiding public like counts: reducing social comparison pressure and encouraging more authentic posting, especially among younger users.
  2. Consider data points that could have driven this: research or surveys showing anxiety correlated with like counts, especially in teens.
  3. Consider behavioral metrics: posting hesitancy or deletion rate correlated with low like counts, suggesting fear of low engagement suppressed posting.
  4. Consider a controlled experiment: an A/B test hiding likes in a test market (Instagram piloted this in several countries) and measuring posting frequency and wellbeing survey results.
  5. Weigh the trade-off the team likely considered: potential reduction in engagement-driven behavior (fewer people obsessively checking likes) against the loss of virality signal for creators.

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