Since 2020, Instagram has been experimenting with hiding likes in an attempt to reduce the competition generated by comparing their numbers. This isn’t a bad idea, according to research conducted in Ireland and Spain: test subjects reported that receiving fewer likes than expected triggered negative feelings, such as nervousness, fear, and loneliness. Surprisingly, however, a larger number of likes than expected generated even more negative feelings, a feeling amplified by their visibility.
According to researchers, this could be because getting a lot of likes makes you aware that you are being judged by others.
So, this initially gratifying feeling can lead you into a vicious cycle, constantly seeking online approval to feel less alone, and pushing yourself even harder to meet expectations. Ultimately, this leads you to experience more negative feelings.