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「讚好」數量成歷史?社交媒體或不再公開數量,Likes 數影響情緒!隱藏數量原來是因為……

Instagram(IG)正於七個地方進行試驗,不再公開顯示貼文上 Like的數目,有靠 Like賺取收入的澳洲 Influencer知道後上載她哭崩了的影片,成為當地熱話。要了解 IG為何作出這重大轉變,不如先問問自己:如果朋友們不能看見我的貼文有多少個 Like,我上載貼文的習慣會有甚麼改變嗎?

IG的試驗:為何不讓大家看見貼文上的Likes?

IG 在 7月17日於Twitter宣佈他們正於澳紐等7個地方進行試驗,用家可以看見自己的貼文獲得多少個Likes,但就看不到別人貼文上Likes的數目,這包括照片的Likes和影片觀看的數目。

根據該機構的澳紐發言人Mia Garlick,這是讓大家專注於彼此所分享的相片和影片,再不用因為擔心自己的貼文有多少個Likes而感到壓力。

Engagement的大趨勢:重要的是貼文內容、留言和分享

有業內人士指出追求 Likes已到末路,消費者厭倦頻繁的品牌訊息,商戶也開始明白呃 Like不是目的,drive conversion把社交媒體用戶轉化為光顧的客戶才是重點。在社交媒體上最有潛力成為客戶的,就是那些肯花時間與品牌作深入互動(engagement)的用家,例如在貼文上留言、收看品牌的 IG Stories或把貼文分享給朋友們。貼文的內容於是變得重要,因為它直接影響用戶與它互動的意欲。

這趨勢也改變了透過 Influencers 代品牌發放訊息的做法,品牌開始留意一些可能只有1,000個 Followers追蹤者的普通用戶,看上的就是他們貼文富吸引力的內容和他們與朋友/追蹤者作深度互動的能力,這些沒有海量粉絲的「納米Influencers」,就是品牌們新一代的合作夥伴。

有意見認為 IG不再展示Like的數目,正是反映 Like已經失勢。澳洲行銷討論平台Mumbrella則認為IG此舉是想增加小型企業的廣告/用戶,因為沒有Like的數目,這些小企業就不用擔心網民會因為它們的貼文少Like而產生不好的印象。

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移除Likes可減少心理壓力嗎?

不少研究都指出社交媒體影響人們的心理狀況,追蹤者眾多或貼文獲得多Like會令人感覺良好,但過於追求就會使人缺乏安全感,心情也隨着數字而起伏。

另外,旅遊打卡、享受美食、多Like等等,這些有意無意的社交比拼(social comparison)會形成壓力,對年青人尤甚。賓夕凡尼亞州大學數月前發表對facebook、IG和Snapchat一群18-22歲用家的研究,發現使用這些媒體的時間越長就越感孤獨和鬱結,可能就是因為長時間接觸多姿彩和多Like的貼文加深了自己總是比不上朋友的感覺。

贊成IG除去顯示Like數目的意見就指出這可以降低鬥多Like的壓力,但對追求自己貼文的Likes和其他社交比拼而引伸的負面心理狀況卻沒有幫助。

因不再顯示Like數目而上載一些冷門貼文?

有分析認為以往用戶因為擔心自己貼文少Like,所以偏重上載一些受歡迎的題材,現在Like的數目不再公開,用戶就可以放心上載自己喜歡但未必叫座的貼文。這轉變會增加IG內容的數量和多樣性,從而令IG對廣告商更具吸引力。

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Former Masterchef Contestant @adamliaw raised a few great points on his @twitter feed recently about the new @instagram like update. What do you think? (Read his Tweets below 🐥) ⁣ – I think the #instagramlikes thing is a huge mistake. If you can't see likes you are far less likely to 'like' an image. That reduces interaction, which is death for an interactive platform.⁣ ⁣ – Facebook would know this, so the cynic in me thinks Facebook is hoping to convert a users passive 'like' click into an increase in active commenting, which gathers more data points. I don't think there's anything altruistic about this.⁣ ⁣ – The goal isn't really trying to create a more wholesome experience by targeting the competitive nature of comparing likes. They're likely trying to increase retention of people who feel their content is underperforming. Trying to get more people to upload more.⁣ ⁣ – And further, people want to interact with the people they follow on Instagram. If they can't see their 'like' appear, it's as if they don't matter and they'll be more inclined to comment, which creates a richer data set.⁣ ⁣ – The stated reason of wanting to avoid people obsessing over likes doesn't really hold water. People don't obsess over other peoples' likes. They obsess over their own. And you can still see your own likes online, or just click through to them in one click on mobile.⁣ ⁣ – If a potential advertiser can't see an influencer's reach and return, they're less likely to spend their dollars direct, and perhaps more likely to look at promote posts. This is behavioural economics from Facebook. Far more about their bottom line than about user happiness. Image via @burnttoastcreative

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到底用戶上載貼文的習慣會否因為不再顯示Like而改變?相信IG也很想知道。