(CNN) — Posting on Instagram can come with a rush of validation when likes from friends and strangers come pouring in, but those likes will soon be hidden from many users.
In an attempt to reduce competitive pressure on the platform, Instagram will start hiding likes for some users starting next week.
Instagram has already tested the concept in several other countries.
Starting next week, the US will be joining the list.
Likes, or how many hearts a post gets, will disappear from Instagram’s feed and user profile pages.
A user can still see how many likes they’ve received, but their followers won’t know the count.
Instagram CEO adam Mosseri says the move is to depressurize the social media platform.
He says he wants to make Instagram less of a competition, particularly for younger users.
While some users have expressed relief, social influencers who need likes to make brand deals are concerned about losing sponsors.