Facebook mimics Instagram and removes likes in test for Aussie users

A majority of Australian Facebook users will no longer be able to immediately see the number of likes and views on a post from this morning.

The test, which also has a control group who will continue to operate under Facebook’s previous system, will measure if the change elicits more meaningful interactions on the platform.

At this stage, there is no time line or metrics on how Facebook will determine whether the test becomes the platform’s standard operating procedure. Instead, the social media giant is seeking consumer feedback and will be measuring sentiment.

The platform believes, however, that consumers will be discussing the change by 4pm today around the water cooler.