Instagram’s option to hide the number of likes on posts has sparked plenty of discussion since its introduction. For medspa owners, whose Instagram accounts are often critical for showcasing results, building trust, and attracting new clients, deciding whether to hide likes can be a strategic move. This post breaks down the benefits, drawbacks, and data-driven insights to help you make an informed choice for your medspa’s social media strategy.
But, before we get into all of the specific and psychology of hiding IG likes – ask yourself these two questions:
What is your first reaction when you see an account with hidden likes
and
If you are hiding likes on your own account, why?
The answer to those 2 questions should give you a lot of insight.
Okay, now check out the rest below
The Benefits of Hiding Likes
Improves Mental Health
Managing a medspa Instagram account can feel overwhelming, especially if you’re worried about underperforming posts. Hiding likes can relieve this pressure, allowing your team to focus on creating authentic and valuable content without the constant comparison to competitors.
Encourages Authentic Engagement
When likes are hidden, followers are less likely to judge a post by its popularity and more likely to engage based on genuine interest. This shift could lead to better quality interactions with your audience.
Aligns with Wellness Brand Values
As medspas often promote self-care and wellness, hiding likes can demonstrate a commitment to mental health, aligning your digital strategy with the values you promote.
Encourages Content Experimentation
Without the visible metrics influencing public perception, you’re free to experiment with new types of content—whether that’s educational reels, behind-the-scenes videos, or fun memes—without fear of judgment.
The Drawbacks of Hiding Likes
Loss of Social Proof
For medspas, visible likes act as a form of trust. A high number of likes signals that a treatment or service is popular and well-regarded, which can help attract new clients.
Impact on Brand Partnerships
If your medspa collaborates with influencers or vendors, hidden likes might complicate how these partners evaluate your account’s engagement and reach. You’ll need to provide analytics directly, which adds an extra step.
Potential Decrease in Engagement
The “bandwagon effect”—where users engage with popular posts simply because others have—might diminish without visible likes. This could lead to a dip in overall engagement.
Client Perceptions of Credibility
High like counts often reassure potential clients that your medspa is trusted and established. Hiding likes could inadvertently affect this perception.
Psychological Insights: Do Hidden Likes Impact Trust?
Some viewers might interpret hidden likes as a signal of insecurity or underperformance. While there isn’t direct evidence proving that hidden likes erode trust, several psychological theories shed light on this perception:
Signal Theory
Visible likes act as a signal of quality or credibility. When a business hides likes, it can disrupt this signal, leading followers to question why the metric is hidden.
Transparency Heuristic
Transparency is often equated with trustworthiness. Hiding likes might unintentionally make viewers assume that there’s something to hide, even if that’s not the case.
Social Proof and Bandwagon Effect
Social proof relies on visible popularity to guide decisions. Without likes, potential clients might lack confidence in your medspa’s popularity and credibility.
Evidence and Anecdotal Findings
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A 2021 Journal of Consumer Psychology study found that perceived opaqueness in marketing correlates with reduced trust, even when missing information is neutral.
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Instagram’s own testing revealed mixed feedback. While some users appreciated reduced pressure, others felt hidden likes limited their ability to gauge credibility.
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Marketing professionals have noted that hidden likes can backfire for businesses reliant on social proof, as audiences might infer underperformance.
Practical Advice for Medspa Owners
Test the Waters
Try hiding likes on a few posts and track performance metrics such as engagement rate, reach, and saves. Compare the results to posts with visible likes to determine what works best for your audience.
Understand Your Audience
If your target demographic values mental health and authenticity, hiding likes could resonate with them. Conversely, if they’re heavily influenced by social proof, keeping likes visible might be a better choice.
Focus on Content Quality
Likes or no likes, content is king. Ensure your posts provide value by sharing educational content, client success stories, and stunning before-and-after results.
Communicate Results to Partners
For influencer collaborations or vendor partnerships, provide detailed analytics to show your account’s performance even if likes are hidden.
Leverage Other Engagement Metrics
Encourage followers to save, share, and comment on posts—metrics that Instagram’s algorithm prioritizes over likes.
Be Transparent About the Decision
If you decide to hide likes, explain why. Share a post framing the decision as part of your commitment to mental health or content authenticity.
Is Hiding Likes Right for Your Medspa?
Ultimately, the decision to hide likes depends on your goals and audience preferences. If you prioritize mental health, authenticity, or content experimentation, hiding likes could be a great fit. However, if you rely on visible social proof to attract clients or brand partnerships, keeping likes visible may better serve your business.
Conclusion
Whether you choose to hide likes or keep them visible, the key to social media success lies in consistency, quality content, and understanding your audience. What works for one medspa might not work for another, so don’t be afraid to experiment and adapt.
