The Architecture of Information:

Likes are one of the most important concepts of the Facebook experience. Giving users the ability to cast their approval (or disapproval) on a post or comment — and to see how others have “voted” — is one of the most engaging aspects of the system, both for users and content authors. Facebook even uses the Like icon as a symbol of the company as a whole:

The sign outside the main entrance to Facebook headquarters. (Photo: [Facebook](https://newsroom.fb.com/media-gallery/menlo-park-headquarters/facebook-headquarters-front-sign/).)

The sign outside the main entrance to Facebook headquarters. (Photo: Facebook.)

However, according to a report in the NY Times, Facebook is experimenting with hiding post measurements:

On [September 26], the social network said it was starting a test in Australia, where people’s Likes, video view counts and other measurements of posts would become private to other users. It is the first time the company has announced plans to hide the numbers on its platform.

Why would they do this? Because seeing these metrics may have an impact on users’ self-esteem. According to a Facebook spokesperson quoted in the article, the company will be testing the change to see if it helps improve people’s experiences. A noble pursuit. But, I wonder: How would this impact user engagement? If it benefits users but hurts advertising revenue, will Facebook discontinue the experiment?

Facebook Tests Hiding ‘Likes’ on Social Media Posts