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In July 2019, Instagram hid ‘likes’ on posts across seven countries, saying it wanted to “remove pressure” on users caused by the metric. It announced a wider rollout of the trial towards the end of the year.

Analysis of consumer conversations in Canada, New Zealand, Australia and Ireland revealed more than just attitudes to this experiment, and which consumers were for or against the change. What became apparent were the deep-rooted cultural differences affecting body image and mental health in these countries.

New Zealand

Recent reports show that New Zealand’s mental health services are struggling to meet the rising demands of ‘the missing middle’ – those suffering with anxiety, depression and social isolation. The country has one of the highest rates of suicide in the Organisation for Economic Co-operation and Development (OECD), especially among young people. There is a widespread feeling that more needs to be done to tackle the issue of social media amplifying anxieties.

It’s unsurprising, then, that the response of users in New Zealand was the most positive of the countries studied. They recognised Instagram needs to take responsibility for its impact on youth, with some actively thanking the platform or asking for more radical change. “Instagram surprised us all by taking some accountability for the impact its platform is having on the mental health of its users,” one commenter posted.

New Zealand’s cultural values underpin this view. It prioritises sensitivity, humility and honesty, making it more receptive to changes that promote a compassionate and egalitarian experience online.

Australia 

Australians express similar concerns about social media and mental illness, but they rank much lower than their Kiwi neighbours on rates of suicide (see page 14 ) and depression, and it’s worth noting that mental health issues are disproportionately experienced by indigenous populations.

Australian Instagram users were the least in favour of removing ‘likes’, with many saying it fundamentally changed the reason for posting. Many showed distress, asking to be removed from the trial, while others highlighted the need for the change: “People are too obsessed with likes, to the point they value their self-worth based upon it.”

Australia is one of the most individualistic countries in the world – expecting people to look after themselves, valuing self-reliance and rewarding success based on merit. ‘Likes’ are, in many ways, the ultimate social measure of individual success, so it’s unsurprising that some were unhappy with the change, as it prevents them from being rewarded for uniqueness.

Ireland

Ireland is a tech economy, ranking first for ICT services exports in the 2019 Global Innovation Index. Irish Instagram users approached the change from an industry point of view, with individuals and businesses mostly speculating about the impact it would have on the influencer market: ‘Will fashion be able to find validation without likes?’ It is also worth noting that Irish people are known for their indirect communication style. They are more likely to imply a perspective, leading them to appear more neutral in their stance than they might really be.

Canada

The Instagram trial ran from April in Canada, giving the press time to develop a perspective on its impact. Journalists largely focused on the opportunity for more creative and higher-quality content, and for a more positive environment for users. This is unsurprising, given Canada’s culture of tolerance, respectfulness and community orientation. As these perspectives became visible on more platforms, Canadian users had time to develop more nuanced viewpoints. By July, their responses were mixed, with some speculating on the real motivations behind the change, such as the platform’s shift towards e-commerce.

Claire Powell is social insights manager, and Lily Charnock senior culture and trends consultant, at Join the Dots / InSites Consulting