First Instagram and now Facebook! The social media platform will no longer show ‘likes’ in Australia from today (Friday 27 September).

In a world-first trial, Aussie users will have their number of likes, reactions and video views turn private and only visible to the author of the post.

The trial is being rolled out across Australia from today following a similar test that was introduced to Instagram in July this year.

According to Facebook Australia’s Director of Policy Mia Garlick, the change has been implemented in a bid to stop people comparing themselves to others.

“We’ve had really positive feedback from a lot of the anti-bullying groups and mental health organisations that we work with,” Ms Garlick told AAP.

“It really is just taking that number out of the equation, so that people can focus on the quality of their interactions and the quality of contact rather than on the number of likes or reactions.”

The hope is that people will feel more confident in sharing content to the platform without being worried about what other people will think.


Businesses and influencers who rely on Facebook have been assured that they will still be able to view their insights in the same way, but these just won’t be made public.

No date has been specified for an end to the trial and it’s uncertain whether it will remain permanent or if it will be rolled out in other countries.

“We have had some initial positive feedback from the public about the experience (on Instagram), but we’re still just learning and listening to feedback at this stage,” continued Ms Garlick.

“We think this is a great country where we can get some really good feedback about whether this is a valuable experience for people on our services or not.”