As soon as Instagram announced the expansion of its latest test feature, users from around the world began criticising the move on Twitter, fearing a nose-dive in profile engagements and the financial gains influencers earn on the basis of the number of likes on a particular post.
However, top social media influencers in India, associated with digital lifestyle brands including iDiva and MensXP are eagerly waiting for Instagram to roll out this feature in the country.
“I feel like social media validation through likes and views is something that affects everyone seeking validation through this medium. Hopefully, doing away with these markers might help resolve the validation issues a lot of people yearn for online,” said Shibani Bedi, a social media influencer with nearly 578,000 followers on Instagram.
Micro-influencers with between 30,000 and 500,000 followers charge between approximately $250 (Rs. 18,000) and $9,750 (Rs. 700,000), followed by nano-influencers, who have over 5,000 followers and charge a little over $100 approx. (Rs. 8,000) to promote brands on their accounts.
Studies suggest that in India, bot comments are responsible for over 40 percent of total comments on Instagram.
“This is where the real game begins! Hiding like counts on Instagram is going to filter real influencers from a sea of fake ones who have inorganically purchased engagements for their profiles. If people are relying on your recommendations on what they spend their hard-earned money, you ought to at least be true and real. Glad that this insane toxicity is coming to a halt,” said Sharmila Sharma, who has over 353,000 followers on Instagram.