How Instagram’s new rules may considerably impact influencers

Influencers will need to get a real job if “likes” are removed from Facebook and Instagram, with careers already destroyed less than a week after the ban had been enforced in Australia.


Instagram in Australia removed the “like” count leading to outrage and praise for the decision.


The new rules were supposed to get rid of the fear of unpopularity if somebody doesn’t receive many likes. Whereas you’re able to post an image and still be able to see how many likes you get for the image, no one would be able to see your like count. Similarly, users would still be able to like others’ footage however wouldn’t be able to see how many likes it had received.


The ban may shortly impact South Africa, which features a burgeoning influencer market. Nadia Jaftha, Aqeelah Harron Ally, Aisha Baker and Kim Jayde have been earning lucrative incomes from sponsored posts and marketing campaigns online.


Marketing campaigns and sponsorships are determined by the number of likes and followers an influencer has.


Weekend Argus has reported micro-influencers were paid as much as R500 a post, whereas popular influencers could command between R5 000 and R10 000.


Mia Garlick, director of policy for Facebook Australia and New Zealand, said in a statement the removal of likes was a test.
“We hope this test will take away the pressure of how many likes a post will receive, thus you’ll be able to concentrate on sharing the items you love,” she said.


“We are currently rolling the test out to Australia so we can learn additional regarding how this may benefit people’s experiences on Instagram, and whether or not this transformation can facilitate individuals focus less on likes and more on telling their story.”


Instagram posted that the test had been enforced in seven countries as well as Brazil, Canada, Ireland, Italy, Japan and New Zealand.


The change has seemingly had a negative impact on Australia’s influencers with many users already unfollowing them, in line with analytics website Social Blade, whereas most South African influencers have shown a rise in followers.


Married at First Sight reality star Elizabeth Sobinoff’s page has taken a big hit with over 1 000 followers unfollowing her – she had over 207000 followers.


Mikaela Testa from Melbourne posted a video ranting regarding Instagram’s like ban, claiming it affected her business considerably as Instagram has been how she advertised her solely Fans website to her almost 50 000 followers.


Testa claimed to be making in more than AUD $12 000 (R118 596) a month from her pornographic photos, that she sold on only Fans.
Several other influencers reported to have been troubled to retain followers without the like count.