Originally published on November 8, 2019. Updated March 6, 2026.
Did you notice anything different when you recently opened up Instagram? We didn’t notice anything different either. That’s because the major shifts that once caused an uproar, A.K.A the removal of the Following tab and the optional hiding of public like counts, have become such a seamless part of the user experience that many new users don’t even know they existed.
Originally, the Following tab allowed users to monitor their friends’ likes and comments in real-time. It was officially retired to prioritize user privacy and reduce performative engagement. While users often used it for casual stalking, it was also a strategic goldmine for brands and marketers.
Why the Removal of the Instagram Following Tab Mattered for Strategy
- Audience Targeting: In the past, companies used the tab to discover new audiences by seeing what their current connections interacted with.
- Competitor Research: It was a simple, manual way to keep up-to-date with rival brands’ engagement and influencer partnerships.
- User Privacy & Behavior: Its removal signaled a shift back toward private browsing. Without the public eye on every like, user behavior became more authentic, but harder for marketers to track through observation alone.
The Timeline: From 2019 Pilot to 2026 Reality
Based on recent search trends, there is still a high volume of interest in exactly when these shifts happened. Understanding the pilot phase helps contextualize where the platform is going next:
- October 2019: Instagram officially began piloting the removal of the Following tab globally to reduce exposure culture.
- 2020–2021: The Hidden Likes test expanded globally, giving users the option to hide their own metrics to improve mental health.
- 2024–2026: Instagram pivoted toward an Engagement-First algorithm. This era moved focus away from vanity metrics (likes) and toward active signals like Saves, Shares, and Watch Time.
Life in a Post-Like World
According to Instagram, hiding likes was meant to alleviate the pressure for social validation. For influencers and brands, this shift meant that content is king in a more literal sense than ever before. Without public likes to prove a post’s worth, users now rely on the quality of the content itself to determine value.
This has led to three major shifts in SMM:
- Metric Evolution: Professional accounts now prioritize Saves (which signal intent) and Shares (which signal reach) over the simple double-tap.
- Algorithm Dominance: The For You and Explore pages now dictate reach based on individual interest rather than what your friends are liking.
- Authentic Influencing: Influencers must now provide deeper analytics via their professional dashboards to brands, as public-facing likes no longer tell the full story of their impact.
The Rise of Dark Social and Intent-Based Metrics
The disappearance of the Following tab didn’t just protect privacy; it forced engagement into the shadows, fueling the rise of Dark Social. Today, the most valuable brand conversations happen in Direct Messages and private groups rather than public comment sections. Because users no longer “perform” for their friends’ feeds, a Save has become the ultimate signal of high-intent interest. For SMM, this means shifting focus from broadcasting to fostering community, as the algorithm now rewards content that triggers private sharing over mere public vanity.
How ON Advertising Can Help
With the massive shifts in how user data is gathered and how algorithms prioritize content, your digital strategy cannot remain stagnant. The transition from the Following Tab era to the AI-Discovery era requires a sophisticated approach to placement and creative.
It is more clear than ever that you need a social media strategy, not just a schedule, to stay ahead of the curve. As the platform continues to evolve through 2026 and beyond, a formal, data-driven strategy is what puts you steps ahead of your competition.
Contact us today to see how we can help your business navigate these changes and continue to grow.