Facebook seems to be serious about the reform plans: On Friday, the social network in Australia has begun to hide the number of "likes" and emoji responses. Some users see the Like counter there in the future only under their own contributions, reports, among other things, the "New York Times".
A Facebook spokeswoman confirmed the SPIEGEL on Friday morning, the test program. They want Facebook to be a place where people can network and exchange as they like best, according to a statement sent by e-mail.
"For this purpose, we test hidden likes, reactions and video retrieval numbers on Facebook." Users wanted to hear "hidden counters enhance experience without restricting positive interactions." To the question of whether the hidden Likes should be tested in Germany, Facebook did not comment.
Buy a "Like"
With the test, Facebook tries out what happens when you defuse the competition for Likes, which puts a lot of pressure on many users. According to scientists Likes solve a short-term reward, especially for users with low self-esteem. Boosting the popularity of lyrics, photos and videos is so important to some members that they even buy the good feeling.
Facebook has fueled the competition for the most likes in recent years. Because the algorithm rewards above all successful postings and secures click-worthy posts a place in the timeline of subscribers or friends. If an amount causes only a few reactions, it is rarely displayed in the message stream.
Likes are the motor of interaction
Already two weeks ago announced a company spokesman that there could be a change of course. Facebook follows the path of its own photo platform Instagram, which had begun several months ago to hide the number of likes. Again, Australia was among the countries where users just see how many hearts have collected their own contributions. For pictures of friends only the comments are recognizable and the hint which friends have reacted to the post with Like or Comment.
Facebook moves with the Like decision on a fine line. Although users can thus be protected against self-doubt and malice, if their contribution is barely clicked. On the other hand, interactions like Likes are also the engine for Facebook's advertising business. Its function could be endangered by hidden likes. With the step of hiding the likes, Facebook could risk slowing down the interaction on its own platform.